For that matter, what about the data already in the hands of the 3rd parties? They can do whatever they want with it with impunity.
Maybe we need to hold 3rd party marketers liable, too. Pawn shops are on the hook if they buy stolen items. Let's make marketers pay the same way. Did you buy marketing data from a skeevy company, and that company just got fined? You get fined too, for at least the same amount. Or double. Just watch how quickly the industry starts policing itself, overnight.