I'm not sure all the ISA issues are clearly stated in the contract, or whether they were clearly stated in all the contacts, before they started to get into trouble.

But they clearly lied about much of this stuff in the headline publicity. Lying prominently and 'clarifying' the lies in the small print is obviously still fraud.

Doing fraud and saying 'but the majority of the people we defrauded still had an overall positive experience' is not a defense.

Jail time for consumer credit fraud is a perfectly normal outcome. Don't lend consumers money if you don't want to be in a regulatory environment where fraud is taken very seriously.