The aim of this chapter is to provide some examples of counter-marketing initiatives in order to help describe what counter-marketing is and how it can be used. Counter-marketing involves the active demarketing of something or the use of marketing activities to counter the effects of other marketing activities. Demarketing is when those involved in the marketing of a product or service attempt to reduce the demand for it. This can be done via merely ceasing marketing activities such as promotions, advertising and supply or via more active counter-marketing activities such as raising the price. Counter-marketing is when attempts are made to reduce the demand for a product or service via the use of proactive marketing measures such as promoting reasons why a product or service should not be used because of, for example, side effects or other effects deemed to be undesirable.