The trophoblast-specific gene PLAC1 (placenta-specific 1) is ectopically expressed in a wide range of human malignancies, most frequently in breast cancer, and is essentially involved in cancer cell proliferation, migration, and invasion. Here we show that basal activity of the PLAC1 promoter is selectively controlled by ubiquitous transcription factor SP1 and isoform 2 of CCAAT/enhancer-binding protein  that we found to be selectively expressed in placental tissue and cancer cells. Binding of both factors to their respective elements within the PLAC1 promoter was essential to attain full promoter activity. Estrogen receptor ␣ (ER␣) signaling further augmented transcription and translation of PLAC1 and most likely accounts for the positive correlation between PLAC1 expression levels and the ER␣ status we observed in primary breast cancer specimens. DNA affinity precipitation and chromatin immunoprecipitation assays revealed that transactivation of the PLAC1 promoter by ligandactivated ER␣ is based on a nonclassical pathway independent of estrogen-response elements, by tethering of ER␣ to DNAbound CCAAT/enhancer-binding protein -2, and SP1. Our findings provide first insight into a novel and hitherto unknown regulatory mechanism governing selective activation of trophoblast-specific gene expression in breast cancer.More than 100 years ago Scottish embryologist John Beard proposed a "trophoblastic theory of cancer" based on phenotypical similarities between the pregnancy trophoblast and cancer cells (1). In particular, these shared features are invasion in surrounding tissues (2), neovascularization (3), immunological escape (4), telomerase activity (5), aneuploidy (6), and epigenetic changes such as selective DNA hypermethylation (7). Based on these observations, it has long been speculated that cancer cells acquire characteristic traits by reactivation of embryonic or fetal gene programs, most prominently depicted by the ectopic production of oncofetal antigens, such as ␣-fetoprotein and carcinoembryonic antigen, and the aberrant production of chorionic gonadotropin and other trophoblastic hormones (8 -10). The knowledge of the molecular mechanisms underlying ectopic activation of placenta-specific genes in cancer, however, is sparse.In a recent study, we introduced PLAC1 as novel member of cancer-associated placental genes (11). The PLAC1 gene encodes a membrane-associated protein that is speculated to serve a receptor-like function modulating specific cell-cell or ligand-receptor interactions unique to the maternal-placental interface (12). PLAC1 is strictly confined to differentiated cells of the syncytiotrophoblast, in which it is expressed throughout human gestation, but underlies tight transcriptional repression in all other normal tissues (11-13). In the course of malignant transformation, however, PLAC1 is frequently activated and highly expressed in a variety of tumor types, in particular breast cancer. Applying RNA interference technology, we found that PLAC1 has a tumor-promoting role and is a criti...