Interestingly, stable viral transduction of the constitutively active viral protein 16 activation domain fused to the amino terminus of human PXR (VP-PXR) or pharmacologic activation via rifampicin treatment protected cells from deoxycholic acid-induced apoptosis in colon cancer cells, a mechanistic effect outside of the canonical PXR xenobiotic function[35]. This evidence concerns the gene NR1I2 and malignant colon neoplasm.