Among internet users surveyed, 63% declares a negative attitude towardsadvertisements placed in the Internet . At the same time, the value of advertising market in theInternet in Poland has a colossal potential. The internet advertisement will appeal to Internauts ifthe form of its content is amusing (50 percent), creative and surprising (45 percent) or when itprovides consumers with useful information (34 percent) . What is more, it is possible that usersinteract with an advertisement and pass it farther. It means that they express â€˜subconsciousacceptance’ of advertisement. Such a behaviour is known as viral marketing.