This is the first of two papers on the potential contribution of health psychology to alleviating the problem of hypertension in South Africa. Educational, cognitive and behavioural strategies that can be employed as an adjunct to, or in place of, medication include: improving patients’ adherence to treatment regimens; educating and training in weight reduction, smoking cessation; healthy dietary and exercise habits; and a range of cognitive and behavioural stress management techniques. Research is reviewed, mostly from Europe and the USA, evaluating the effectiveness of these strategies, and their current status relative to the use of medication is examined.