Until we start to penalize companies by percentage of global revenue rather than some arbitrary dollar amount that pales in comparison to their revenues this sort of stuff is going to keep happening.
$3m is nothing. 10% of global revenues (not profits) for each year in which this occurred would be something that might actually make them think twice about breaking the law and harming people for money.
C-levels need to face real consequences. A ban on moving to a new executive position or serving on a board for 10 years would rapidly fix the systemic ethical problems.
Once there's a pattern of abuse, you can go after the execs personally for purposes of the carrying out of justice. Courts don't like the idea of bad actors hiding themselves behind corporations. You don't even need to "piece the veil" — you just go straight for the Zuck.