What Should You Do To Avoid Schema Markup Penalty?

In the 307th episode of Semantic Mastery's weekly Hump Day Hangouts (https://www.youtube.com/watch?v=PVsMSSLp_bs), one participant asked what should one do to avoid schema markup personality.

The exact question was:

Question for Bradley... In the past you mentioned getting penalized by spamming your schema. I think my seo guy may be spamming my schema. Can you explain what you were doing exactly that got you a penalty so the rest of us will avoid that. Please?

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