They haven't pierced the corporate veil as far as I can tell - it's not moot or any other executives that have been personally fined. Also as far as I'm aware the UK doesn't have debtors jail.
Trade regulations apply to the importer, which might also be the exporter if they have a local presence, but also may not be.
If I buy something illegal off of AliExpress, the US government won't and can't do squat to the seller. If they decide to enforce the law, they'll go after me.