Whoever thought we would leave telemarketing behind in this brave new smartphone world of ours lacked imagination. Robocalls are a menace growing in volume and even a massive $ 120 million fine leveled against a prominent source of them by the FCC likely won’t stem the flood.

The fine was announced today during the FCC’s monthly open meeting: a Mr Adrian Abramovich was responsible for nearly 100 million robocalls over a three-month period, and will almost certainly be bankrupted by this record forfteiture.

“Our decision sends a loud and clear message,” said FCC Chairman Ajit Pai in a statement. “This FCC is an active cop on the beat and will throw the book at anyone who violates our spoofing and robocall rules and harms consumers.”

That sounds impressive until you hear that these calls took place in 2016, and meanwhile there were 3.4 billion robocalls made last month alone. Commissioner Jessica Rosenworcel applauds the fine, but questions the practicality of pursuing damages when actions need to be taken to prevent the crimes in the first place.

“Let’s be honest,” she wrote in a statement, “Going after a single bad actor is emptying the ocean with a teaspoon.”

She points out that a set of rules designed to prevent robocalls was overturned a couple months ago, and that 20 petitions to the FCC under those rules for legal exemptions and such have yet to be addressed. And a technology designed to prevent robocalls altogether, recommended in a report more than a year ago and currently set to be implemented in Canada in 2019, has no such date here in the States.

As someone who gets these robocalls all the time, I fully support both this fine and the more serious measures Rosenworcel suggests. And the faster the better, I literally got one while writing this story.

TechCrunch