“…Naida notes that the social sphere is of great importance in the formation of human capital, the quality of which is subject to large and ever-increasing demands, including education, professionalism, the ability to adapt to rapid change. The criterion for the effectiveness of social policy as an element of legal regulation is to increase the social responsibility of the state, business and citizens for the resilience of the population and the country to social change in the state, changes in socio-economic factors, as well as social security [8]. Leading modern scientist F. Kotler was the first to introduce the concept of "social marketing" into scientific circulation.…”