The ability of cultured hepatocytes to maintain a constant rate of bile acid synthesis and secretion in a chemically defined serum-free culture medium allowed us to examine the direct effects of bile acids on their synthesis. Mass quantitation of bile acids by gas liquid chromatography showed that adding taurochenodeoxycholate at concentrations which were from 2 to 20 times the concentration of bile acids found in rat portal blood increased rather than decreased the secretion of cholic acid. Using a more direct approach to measure relative rates of bile acid synthesis and secretion, we determined the rate of de novo 14C-bile acid synthesis. Adding taurocholate at concentrations ranging from 2 to 60 times the concentration found in rat portal blood did not inhibit 14C-bile acid synthesis. Furthermore, free and conjugated di- and tri-hydroxy bile acids did not inhibit bile acid synthesis. In contrast, mevinolin, a potent inhibitor of cholesterol biosynthesis, inhibited 14C-bile acid synthesis by 63%. Since previous demonstration of bile acid negative feedback regulation was achieved in vivo by infusing taurocholate into the intestines of bile-diverted rats, we examined the possibility that bile acid synthesis must be induced in order for bile acids to inhibit their synthesis. Hepatocytes obtained from bile-diverted rats exhibited a 5-fold increase in the synthesis and secretion of 14C-bile acids. However, taurocholate did not inhibit bile acid synthesis by cells from bile-diverted rats. These data show that bile acids do not interact directly with the hepatocyte to inhibit their synthesis.