This paper is based on the early stages of a research project funded by the Department for International Development (DFID) on Social Marketing (SM) for latrines in poor urban settlements in Africa. It aims to develop and test a SM approach to latrine promotion. This project considers it likely that a well-designed marketing programme can significantly increase latrine demand and coverage. If successful, it hopes to influence sanitation policy-makers, government bodies, NGOs and international agencies to modify their approach to urban latrine promotion. This paper examines the opportunities and challenges presented by SM theory and practice for sanitation promotion.