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Lately, digital channels seem to be used increasingly for marketing, with numerous companies capitalising on this approach. However, many of them appear to be misusing these platforms by dispatching unsolicited e-mails to business addresses, often personalised with the recipient’s name without consent having been obtained. When I contacted one of these companies for clarification, the person in charge admitted purchasing a contact list from the Internet without realising that sending unsolicited marketing e-mails was not in compliance with regulations. While a search on the “effectiveness of e-mail marketing” yields support from major brands for this strategy, many of them caution against indiscriminate e-mail practices, emphasising their unsuitability for sustaining a positive brand image in the long term. New entrants may not understand this crucial aspect. I urge the relevant authorities to intervene and educate businesses on proper digital marketing practices. Digital marketing agencies could also potentially play a significant role in disseminating the correct set of values in this regard.