The Stages of Change model has become a prominent feature within health pro
motion and most of the literature associated with the model portrays it as
being 'effective', Based on an extensive review of the literature, this pap
er suggests that contrary to this view there exist a relative paucity of su
fficiently strong supportive evidence. The paper describes the features of
the existing evidence base, and highlights problems in relation to various
aspects of design and execution. Two wider issues relating to the core natu
re of the model and the evidence associated with it are identified as impor
tant and discussed. Two main conclusions are drawn. First, better quality q
uantitative outcome studies are needed. These should be complemented with s
ignificant qualitative case studies with a focus on practitioner and organi
zational utilization of the model, Second, the disproportionate popularity
of the model may be skewing the practical and conceptual nature of health p
romotion. Stages of Change activities are seen to equate to 'health promoti
on' at the expense of other activities and approaches.