The putative oncogene PU.1/Spi-1 is a member of the ets-family of transcription factors normally expressed in a subset of hematopoietic cell types. Here we have characterized the role of the PU.1 promoter region for the cell-type specific expression. The proximal 120 bp are sufficient to mediate a high level of activity specifically in B cells and macrophages. Three important motifs could be identified within this region. Two of them, an ets binding site (EBS) and a variant octamer motif were most important for cell-type-specific promoter activity in B cells and macrophages. An additional Sp1 motif stimulates basal activity of this promoter element. The relative contribution to overall activity of octamer motif and EBS differs in B cells and macrophages. In B cells, both octamer motif and EBS combine to mediate high level activity, whereas in macrophages the EBS predominantly confers promoter activity. Both the Oct1 and Oct2 transcription factors, presumably in combination with a B-cell-restricted coactivator, are responsible for the activity of the variant octamer motif in B cells. Interestingly, the PU.1 transcription factor can functionally interact with the EBS in its own promoter, suggesting a positive feedback regulation.