One recent landmark in the maturity and achievement of the health promotion movement has been the International Union for Health Promotion and Education (IUHPE) report to the European Commission on the Evidence of Health Promotion Effectiveness (European Commission, 1999). This report, and many recent papers on the nature of evidence in health promotion, demonstrate that health promotion has come a long way in establishing its credentials as an effective, and technically and conceptually sophisticated player in the health arena and beyond.