What is the point of this? That new companies should be even smarter than the stablished ones and therefore try to game the system even more? Or that we should learn from them and try to improve the situation and make all of them follow the rules?
The way to follow the rules is looking who is doing worst and take that as an upper bound?
You mostly need to outlaw all of it or someone will keep doing it. Going after smaller companies won't change anything
Prioritising limited enforcement resources based on harm minimisation.
And if something goes wrong use the tools from a democratic regime to change it. Even with its drawbacks democracies are the best system known to rule countries.