Not using it at all would be better, sure, but if you don't have that option for whatever reason, reusing it is the next best thing. Don't let perfect be the enemy of good.
That's called breaking a promise. A commitment is a promise. Not fulfilling it is breaking it. You fucking broke a promise because you were afraid to deal with the truth, you faithless cowards. Then, when found out, you tried to squirm instead of actually living the open dialogue.
Admit your mistake, openly and without weasel words, then work to fix it and live up to the commitment you gave. Set an example not in the negative, but in the positive: We all fuck up some time. What matters is setting it right.
I believe that is why people made such a fuss about the GDPR allowing courts to slap companies for up to 4% of their worldwide annual revenue. Whether or not that full extent is ever brought to bear against particularly megacorps is a different question, but at least medium-sized companies will probably avoid repeat offenses. I don't know how Meta felt about the 1.2 billion ticket either, but I can't imagine they just shrugged it off as normal business expenses.
Are they succeeding? I have no idea of the actual figures and the Internet tends to form echo chambers, so I don't know if the sentiments I read that they're still not much of a threat are actually representative.