To model the impact of tamoxifen-liganded ER on NFκB and AP-1 regulated genes, luciferase reporter genes driven by ERE, NFκB or AP-1 were transfected into ER-positive human breast cancer cells shown to possess basal (MCF7) or activated (MCF7/HER2, BT474) NFκB and AP-1 transcriptional activities. The gene discussed is ESR1; the disease is breast cancer.