Why has email advertising created mistrust?

Everyone receives those email notifications that are full of interesting promises and outlandish rhetoric. It would seem that to potential for abuse has won over honesty and virtue. I am not referring to the hard working people utilizing the Internet as a tool for communication or commerce, I am thinking only of the few bad apples that use manipulation to gain profit. There was once controls on advertising and maybe that made it easy to attempt to stop abuse. The facts are found in every spam in-box, advertising is a hard sell in the digital world.