This study examines how marketing activities can promote and mitigate addictive behaviours, focusing on the socio-economic consequences and the role of non-profit organisations specialised in addiction treatment. Despite the growing evidence that promotional strategies for products such as tobacco, alcohol, fast food, gambling, and digital platforms contribute to the escalation of addiction, marketing can also serve as a powerful tool for public health messaging and behaviour change. Drawing on ESG (Environmental, Social and Governance) perspectives, we integrate a social capital perspective to explore how nonprofit organisations can use marketing techniques to trigger positive social impact. Methodologically, the research employs a bibliometric analysis of existing literature on marketing-induced dependencies and social marketing interventions, followed by a case study review of nonprofit dependency management centres. Preliminary insights suggest that while aggressive marketing of addictive products undermines social welfare and imposes significant economic costs—particularly on health and social services—targeted social marketing campaigns can promote healthier consumer behaviour and support sustainable community development. The implications also extend to policy, corporate strategy and stakeholder engagement. By exploring the tension between marketing’s ability to harm and heal, this research will promote a holistic, evidence-based approach to addiction prevention and treatment, and ultimately guide policymakers, practitioners and academics towards more socially responsible and effective marketing practices.