Using in vivo dimethylsulphate footprinting, we have analysed protein–DNA interactions within the promoter region of the oestrogen‐inducible gene encoding chicken apo very low density lipoprotein II (apoVLDL II). Most of the guanosine–protein contacts found, are located within the 230‐bp DNA 5′ flanking the gene and can be grouped into separate protein‐binding sites. Two of these sites resemble the oestrogen‐responsive element (ERE) which is the target site for the oestrogen receptor. A third site has some features in common with the chicken ovalbumin upstream promoter element binding the COUP transcription factor. All protein contacts identified are present in the apoVLDL‐II‐expressing liver exclusively, and are not found in the hormone‐naive liver, in erythrocytes or the oviduct tubular gland. Our results demonstrate the binding in vivo of a protein, presumably the oestrogen receptor, to the ERE and suggest that the hormone activates transcription by establishing a transcription complex comprising several factors at the apoVLDL II promoter.