This article covers considerations on the e-mail marketing of financial products and services aimed at consumers. The research paper presents the practice of banks used by those institutions in the e-marketing; basic concepts such as information, offer, advertisement, communication or spam have been considered. The article addresses in particular relevant problems linked to sending advertising materials by e-mail, i.e specifying what types of messages a bank may send to its customers, whether a bank may send such messages to all its customers, whether a bank may send such messages only to its customers, what the consumers rights with respect to receiving unwanted and unsolicited commercial information are. The research paper took into consideration current judicature and views of legal writers.