PENALTY
19 The question then arises as to what fine I ought impose on each of the counts that I have found proved and for which I have convicted the respondent. Charge 6 involved the use of the business name Simply Natural Floorcoverings with 'floorcoverings' as one word on the web site for a period that commenced at least on 19 January 2006 and continued at least to 2 March 2006, as I found in Natural Floor Covering Centre Pty Ltd v Monamy (No 1) [2006] FCA 518 at [37] and [38].
20 I am of opinion that that was conduct which was quite clearly against both the spirit of the heads of agreement and the terms of the consent orders. While I cannot take account of the heads of agreement in imposing penalty, I am entitled to have regard to the fact that the respondent had urged that the orders were ones that he did not believe he needed to obey within any particular time. The fact is that by 2 March 2006 he had applied to and succeeded in changing his business name to separate the word 'floorcoverings' into two separate words. It was plain, in my opinion, that that should have been done a long time before, at least no later than when he was served with a properly endorsed set of orders on 19 January 2006. I do not think that this contempt has been satisfactorily explained.
21 It is appropriate that the court, in addition to requiring a payment of costs, should impose a penalty by way of a fine. In all the circumstances, I will impose a fine of $1500 for that breach.
22 The next charge is charge 8, which has a cognate character with charge 6 in that Wilcox J's order number 4 required the respondent to change his registered business name to separate the word 'floor' from the word 'coverings' as two words. Again, for the period between 19 January 2006 to 1 March 2006, the respondent did not do so, and I am not satisfied that there is any good reason why he did not. In light of the fine that I have imposed for the contempt in respect of charge 6, I am of the opinion that an appropriate fine, having regard to the principle of totality, for the breach of charge 8 should be $500.
23 In relation to charge 9, that from no later than 19 January 2006 to 2 March 2006 the respondent used the business name Simply Natural Floorcoverings with 'floorcoverings' as one word on his website, again I see this as having a cognate character with charges 6 and 8. And again, it seems to me appropriate that in light of what I have said before, I should impose a fine of $500 on that charge.
24 Charge 11 involved the use of the HTML meta tag which I described in Natural Floor Covering Centre Pty Ltd v Monamy (No 1) [2006] FCA 518 at [41]-[47]. That conduct was engaged in between at least 1 March 2006, as I found ([2006] FCA 518 at [47]), and at least no later than 24 April 2006, which is the date Ms Than refers to in par 5 of her affidavit of 15 May 2006 as the date on which the disclaimer was noted by her to appear.
25 The period to which I have regard in imposing the fine in respect of charge 11 should, I think, reflect most prominently the use of the meta tag in the period between 1 March 2006 and the date of my finding of guilt on 12 April 2006, which is a period of almost six weeks.
26 In my opinion, this breach was quite flagrant, as I described in Natural Floor Covering Centre Pty Ltd v Monamy (No1) [2006] FCA 518. It was a deliberate attempt to evade the very clear order requiring an active communication by the respondent of the dissociation of his business from the applicant's. The use of the meta tag was calculated to avoid giving effect at all to the order. It was an attempt to disguise the very thing the order required be revealed: namely, the dissociation of the businesses.
27 I do not accept any explanation that the respondent has sought to give of that behaviour. In the witness-box today he asserted that he had put the meta tag there knowing, as he said, that it would not be visible to the ordinary viewer of the webpage but that it might be seen in some web browsers. The reason he gave for putting the disclaimer in a meta tag, was that he thought that that was above the fold referred to in the order. For the reasons that I gave in Natural Floor Covering Centre Pty Ltd v Monamy (No 1) [2006] FCA 518, the use of the words 'above the fold' makes no difference to the proper construction of the orders or the flagrancy of the evasion which the use of the meta tag involved.
28 In my opinion, that behaviour was quite contumacious and deliberate, as well as being 'clever' in both senses of that word. I think I should mark the court's disapprobation of that conduct by imposing a fine of $2500.
29 In reaching the view which I have expressed, at this stage tentatively, as to the appropriate fines to be imposed I have had regard to the nature and circumstances of each offence as I have outlined already. I have also had regard to the matters referred to, although I may not necessarily be required to do so, in s 16A of the Crimes Act 1914 (Cth) in relation to sentence. In particular, each of the offences is related to the others and forms part of an ongoing course of conduct which ultimately came to an end with the recognition that the respondent has now given that his conduct was wrong and in breach of the orders.
30 The applicant has called no evidence of any damage it has suffered in relation to the breaches of the order. It is entitled, of course, to uphold the law by taking these proceedings but I am mindful that it is not suggested that there has been any substantive injury to the applicant in its business by reason of the breach.
31 The respondent has shown contrition for the offence, although at a late stage and in circumstances in which, as I have set out, in his affidavit he recognises that what he did was wrong, having now had the benefit of legal advice. I am mindful that the respondent has hitherto not really co-operated with the applicant in dealing with the offences, although he has now complied with the orders. I think that the deterrent effect of the fines which I have suggested should be imposed will bring home, not only to the respondent, but to others that the court's orders ought be obeyed. I am mindful that the respondent has said that he is of limited means and there is some evidence to support that, although, as I have earlier indicated, he has not gone into great detail about those matters.
32 Nonetheless, it seems to me that this is not a matter in which the only other relevantly available remedy which the court might have, namely that of imprisonment, would be appropriate in all of the circumstances. There is no suggestion that the respondent has any previous criminal history or history of contempt of court orders. He is a man of obvious intelligence and ability, being in appearance of middle-age, but apparently reasonably healthy physically and mentally. I am satisfied that he will take seriously the penalty that is to be imposed and that it will be of use in his rehabilitation. There is no evidence or other material before me that there is any family or dependent of the respondent who would be affected by the sentence imposed. I therefore do not need to have regard to that issue. Subject to hearing further from the parties as to the proposed penalties that I would impose and the time in which they might be paid, I think I should proceed to make formal orders.