The article deals in studying the preventive nature of positive propaganda and highlights the specifics related to the legal regulation of preventive propaganda. It reveals the preventive possibilities of positive propaganda with its inclusion in the legal field. The preventive possibilities of preventive propaganda are positively assessed by the Russian legislator, which results in the emergence of more and more varieties of such propaganda in acts of the federal and regional levels. The author emphasizes that preventive propaganda is a means of legal policy so its specific character should not be limited only to preventive measures in the context of crime prevention. Preventive propaganda includes a wide range of measures to stimulate socially useful behavior in various social spheres. There is a tendency that the development and legitimization of preventive propaganda in the norms of law often begins, as a rule, with the legislative consolidation of the prohibition, which can be traced to the institution of traditional family values.