Tumor-promoting phorbol esters induce ornithine decarboxylase (ODCase) activity and reduce epidermal growth factor (EGF) binding in rat tracheal epithelial 2C5 cells. Phorbol esters activate protein kinase C by interacting at the same site as sn-1,2-diacylglycerols, the presumed physiological regulators. The effects of added sn-1,2-diacylglycerols and those generated by phospholipase C treatment of 2C5 cells on ODCase induction and EGF binding were investigated to establish a role for protein kinase C in these cellular responses. Treatment of 2C5 cells with phospholipase C induced ODCase activity and reduced EGF binding, whereas phospholipases A2 and D were inactive. When sn-1,2-diacylglycerols containing fatty acids 3-10 carbons in length were added to 2C5 cells, those diacylglycerols containing fatty acids 5-10 carbons in length caused ODCase induction and reduction in EGF binding. sn-1,2-Dioctanoylglycerol was one of the most active compounds tested. It induced ODCase in a dose-(50-500 FzM) and time-dependent manner. The reduction of binding of '2sI-labeled EGF by sn-1,2-dioctanoylglycerol was also time and dose dependent and appeared to result from a change in EGF affinity and not the number of receptor sites. This series of sn-1,2-diacylglycerols showed similar structure-function relationships in their ability to induce ODCase activity, to decrease EGF binding, to stimulate protein kinase C, and to inhibit[3H]phorbol dibutyrate binding to the phorbol ester receptor.These data demonstrate biological activities for a number of diacylglycerols and indicate that protein kinase C activation is implicated in ODCase induction and decreased EGF binding.Tumor promoters are compounds that are noncarcinogenic but induce tumors in animals treated with suboptimal doses of chemical carcinogens (1-4). Phorbol esters, the most extensively studied class of tumor promoters, cause profound biological and biochemical alterations in a variety of cells. Two of these alterations, the inhibition of epidermal growth factor (EGF) binding and the induction of ornithine decarboxylase (ODCase) activity, have been widely studied (5-12). A strong correlation exists between the induction of ODCase and the promotion of tumor formation (4,(12)(13)(14)(15)(16) results suggest that protein kinase C activation is implicated in the cellular responses to diacylglycerols and phorbol esters and demonstrate that diacylglycerols are biologically active. In view of the established correlation between ODCase activity and tumor promotion (10-16), a role for diacylglycerols and protein kinase C in tumor promotion is suggested.