An in vitro assay was designed to examine and quantitate the action of chemical promoters and chemopreventive agents on papillomavirus DNA-carrying cells. Cultured C3H/10T1/2 cells transfected with bovine papillomavirus type 1 DNA (plasmid pdBPV-1) were used as targets, and the frequency of transformed foci was used as an endpoint. The development of foci with a transformed phenotype was greatly enhanced by tumor promoters (e.g., mezerein, 12-O-tetradecanoyl-phorbol-13-acetate, teleocidin, and okadaic acid) and complex mixtures such as extracts of the areca nut, which is an integral part of a betel quid and is linked to oral cancers among chewers. The degree of promotion depended on the length of exposure, the type of promoter, and the time of application after transfection with BPV DNA. The inhibitory effect of chemopreventive agents on transformation can be tested either directly on BPV DNA transfected cells (promoter-independent transformation), or on transfected cells that were exposed to tumor promoters (promoter-dependent transformation). Retinol, and to a lesser degree beta-carotene, exerted an inhibitory effect on promoter-dependent and promoter-independent transformation of BPV DNA transfected cells. The inhibitory effect was conveyed either by the addition of retinol simultaneously with promoters, or after exposure to the promoting agents was completed. The significance of this short-term in vitro assay for the design of chemopreventive trials is discussed.