The notification fee is not onerous - just £35 a year for most companies. But failing to notify the Information Commissioner that you are trading personal data is a criminal offence. In this case, the director was also liable for being negligent in ensuring the company complied with its statutory duties. The ICO website has a helpful checklist to figure out if you need to notify and it's worth making use of it or checking with your lawyer if you're unsure.
Direct Security Marketing Ltd and its company director Antonio Pardo have been prosecuted at Dudley Magistrates’ Court for failing to notify with the ICO and the director for being negligent in the company committing the offence.