The relevance of the brought-up subject consists that in this paper I considered work social marketing as a part of the global strategy of a brand, emphasised differences between social and commercial marketing, and described social advertising as the instrument of social marketing on the creation of a positive image of a brand. As the argument in favour of our statements, I attracted gave materials of research of the international network advertising agency McCann Erickson, and also gave real examples of socially responsible brands. The purpose of work is the identification of opportunities for social advertising for the formation of a positive image of a brand. My tasks consist of defining differences between social and commercial marketing, of reviewing examples of socially responsible brands, of analysing results of a research of the international advertising agency. The object in the article is social advertising as the instrument of social marketing. The practical importance of work is that materials of the article can be used by experts of social work in is information — the preventive purposes and to be useful to marketing specialists. The analysis of social advertising allowed to assume that in modern society, the new phenomenon — along with actually social advertising gained development, arose and successfully the social component of commercial develops.