His charitable action
For me it is not a charitable action but being a braggart. If he really did it just for advertising then it was a wrong move (but surely an effective one) because he violated a law and if he did it for charity then not so good move again. Instead of throwing money in the air much better if he help the needy personally much formal and sincerity can really be felt.
hope he doesn't get the maximum penalty of 12-month prison term and a fine of HK$5,000
For sure that the fine is not a problem for him at all, just the painful 12 month imprisonment. I guess he is now regretting for doing such actions.
I think the person is just overjoyed to what is happening.
He is an owner of a site and I think what might happen or what is happening makes him so happy since he is earning a lot of money. He may be a braggart but I think if I am happy at the same time earning a money, I will be doing the same thing but in a different way. He can just donate it to charity, help people in needs. He might be helping people but at the same time he is creating a chaos. He can help people with other things to do and advertise his site or other rojectd.