Demarketing of tobacco products includes methods aimed at changing theconsumer behavior and the marketing environment. The main strategies consistof price manipulation, anti-smoking advertising, regulations restricting or banningtobacco advertising, limitations of distribution or consumption of tobaccoproducts, and warning messages on packages and advertisements. These measuresinfluence either directly or indirectly the following psychosocial and environmentalvariables: health beliefs, social attractiveness of smoking, accessibility oftobacco products and associated behaviors. The article presents a review of internationalresearch on the demarketing of tobacco and its effects for the formationand change of health behavior.