Tumor promoters change the program of genes expressed in cells in culture and in the multicellular organism. The growing list of genes that are induced or repressed includes protooncogenes, transcription factors, secreted proteases and viruses. Most of the regulation is at the level of transcription. Several of the cis-acting promoter elements mediating regulation, the transcription factors binding to these elements and their post-translational activation, as well as some of the initial steps of the interaction of cells with tumor promoters have been characterized. The components of the signal transduction chain to the nucleus are, however, still unknown. Mutant and inhibitor studies suggest that the activation or inactivation of certain genes constitute the basis for the development of the tumor promotion phenotype.