A non-lethal projectile and launcher therefor for riot control and the like comprising a body formed from a relatively soft, pliant latex material compressed to projectile form and mounted within a restraining cup which in turn is mounted in a firing shell. The body at its rearward end includes retracted guidance structure that extends on the projectile being fired, a chamber at its forward end to receive a marking fluid for marking the target, and internal subdivisions in its mid portion designed to permit the body to expand laterally on impacting into a soft textured mass that flattens on impact to avoid injury to the target. The projectile launcher is in the form of a barrel assembly including a bell shaped muzzle which permits the projectile to be fired without jamming even when held against the target and braking slots for discharging the propelling gases rearwardly of the launcher to reduce recoil.