The ICO have just been granted a suite of tougher powers, but in the past all they did was use reports to "gather data" on the problem, rather than act on individual complaints. However, under the new powers, they no longer need to prove the "harassment and distress" element of receiving such spam, and can go after more of the parties involved, so it's harder for firms to dodge around the rules by a complex contracting out setup. Charging 10p for the regulatory "stop" service may be of interest to OFCOM, especially as no "service" is actually given for the 10p spent, let alone it stopping the spam, which is a requirement. This could elevate the issue from an annoyance to a money making scam, and result in 888 being in even deeper trouble.
I have already seen one such 888 related spam, and to a mobile number I have only ever given out to ONE casino as it was IMPOSSIBLE to complete the UK player migration process without it, and rather unusually, the field was coded to block the substitution of a landline number. This one casino probably leaked or sold my mobile number directly or indirectly to 888 and/or spammy affiliates, as before this, and despite being an online player since 2004, this number was free of spam for all those years until I gave it out to this one casino. It's also an unregistered PAYG SIM, so there is no way the number could be looked up and tied to me in any other way than me giving it out to someone already in possession of my other details.