In case if it was not clear from the way I phrased my question, it doesn't make any sense. The business _legally_ collected marketing information and then got fined because they collected too much, did it for too long, or didn't make a good use of it. I just don't get it.

Laws can turn things that are on their own legal, like using an accelerator when driving a car into criminal, like speeding, when done in a way that violates that law.