Social marketing has the task of fulfilling the need of society to raise the quality of life of people. The goal is to serve the interests of the target group or society without gaining a profit. In other words, in terms of often modest financial resources, the purpose of social marketing is to promote goals that are fundamentally non-profitable. A change of behavior is realized in the conditions of complex economic, social and political environments, and frequent users are those segments of society that are not productive. Social marketing has great potential, but one must be aware of its limitations. He can not independently replace other measures, but is a part of the tools to be used strategically as part of the various interventions, and the importance of incorporating legislation should be emphasized. Social marketing has continually expanded, and it has also entered the spheres of politics, social institutions, publishing and the like from the former primary domain of health and social protection, science and research, education and culture.