The author of the article analyzing modern educational practice and research results, a “European survey of students regarding the use of alcohol and other narcotic substances” (ESPAD), substantiates the relevance of the search and use of innovative technologies of preventive pedagogy in order to form socially responsible behavior of students (schoolchildren and students). It is proved that preventive education is a multidimensional phenomenon containing pedagogical, social, psychological and legal components. The essence of the tasks related to the development and implementation of interactive pedagogical technologies in preventive education on concrete examples is outlined, methods of introducing students to the interdependence of the concepts of the “right”, “obligation”, and “socially responsible behavior” are demonstrated.