In the colorectal adenocarcinoma LS174 cell line, mRNA expression of the Na+/HCO3‐ cotransporter SLC4A4 was induced in an oxygen‐induced HIF1α‐dependent manner, indicating that the reversal of the Na+/HCO3‐ exchanger is not used for tumour cell pHi regulation. The gene discussed is SLC4A4; the disease is neoplasm.