Counter-marketing is a demarketing tactic that is used to destroy the demand for a product or service. Marketers working on a counter-marketing campaign use commercial marketing tactics to increase pro-health messages and decrease the demand for harmful products such as tobacco.
There are many counter-marketing campaigns present in the media right now such as “anti-fat foods”, “stop under-age drinking” and “stop distracted driving”. However, the biggest and most well-known example of counter-marketing is the anti-tobacco campaign. This campaign is shown everywhere and now mainly targets young adults. You can see these ads everywhere from bus stops, malls, and is now heavily advertised on MTV to reach these targeted young adults.