Section 12. Any insurer, rating organization or person that violates any provision of this chapter shall be punished by a fine of not more than ten thousand dollars for each offense or by imprisonment for not more than one year, or by both; or shall be subject to a civil penalty not to exceed one thousand dollars for each such offense which may be assessed in an action brought on behalf of the commonwealth in any court of competent jurisdiction. The issuance, procurement or negotiation of a single policy of insurance shall be deemed a separate offense.