Expression of metabotropic GABA B receptors is essential for slow inhibitory synaptic transmission in the CNS, and disruption of GABA B receptor-mediated responses has been associated with several disorders, including neuropathic pain and epilepsy. The location of GABA B receptors in neurons determines their specific role in synaptic transmission, and it is believed that sorting of subunit isoforms, GABA B R1a and GABA B R1b, to presynaptic or postsynaptic membranes helps to determine this role. GABA B R1a and GABA B R1b are thought to arise by alternative splicing of heteronuclear RNA. We now demonstrate that alternative promoters, rather than alternative splicing, produce GABA B R1a and GABA B R1b isoforms. Our data further show that subunit gene expression in hippocampal neurons is mediated by the cAMP response element-binding protein (CREB) by binding to unique cAMP response elements in the alternative promoter regions. Double-stranded oligonucleotide decoys selectively alter levels of endogenous GABA B R1a and GABA B R1b in primary hippocampal neurons, and CREB knock-out mice show changes in levels of GABA B R1a and GABA B R1b transcripts, consistent with decoy competition experiments. These results demonstrate a critical role of CREB in transcriptional mechanisms that control GABA B R1 subunit levels in vivo. In addition, the CREB-related factor activating transcription factor-4 (ATF4) has been shown to interact directly with GABA B R1 in neurons, and we show that ATF4 differentially regulates GABA B R1a and GABA B R1b promoter activity. These results, together with our finding that the depolarization-sensitive upstream stimulatory factor (USF) binds to a composite CREB/ATF4/USF regulatory element only in the absence of CREB binding, indicate that selective control of alternative GABA B R1 promoters by CREB, ATF4, and USF may dynamically regulate expression of their gene products in the nervous system.