Breast cancer, although uncommon in western populations in the past, continues to rise in incidence, and now affects up to one woman in nine. In some countries, such as the US and Australia, the mortality rate is decreasing, albeit slightly. In developing populations, while of low occurrence, the disease is rising in incidence. Risk factors, which include certain reproductive practices, diet and physical activity, while apparent in some contexts, appear much less so in others; moreover, the avoiding measures do not lend themselves to primary prevention. For early detection, although regular mammography is advocated, it is a subject of controversy. Basically, avoiding measures fall within the usual recommendations for a 'prudent' lifestyle - avoid obesity, increase physical activity, stop smoking and restrict alcohol consumption.