It sounds by your reasoning than anyone that sends real junk mail, you know, in an envelope to your door, should be fined much more. If the fine is 100 dollars for an email, I couldn't see the fine for real life junk mail to be any less than $20,000 per piece of junk mail, given the resources it requires for someone to open the envelope (possibly cutting themselves), lifting the paper to your eyes, determining it is useless, and throwing it in the trash or recycling, and then taking that package to the curb.
While spam is a nuisance, be realistic. Popups, advertising online, it is just the way of the Internet and people have accepted it. This is a ridiculous fine. All they should legally be able to do is seize every dollar he earned and an extra 10 k for wasting people's time. At least then they might actually collect the money.