(a) In considering the factors listed in § 1003.140, the following circumstances are to be considered—

1. (1) The nature and objective of the advertisement, solicitation, or other communication and the degree to which it had the capacity to deceive members of the public;
2. (2) The frequency and scope of the violation and whether a specific segment of the population was targeted; and
3. (3) The prior history of the individual, organization, or entity in its willingness or refusal to comply with a formal or informal request to correct violations.