Vascular endothelial growth factor (VEGF) is critical for vascularization of tissues, including tumors, making it an attractive target for controlling angiogenesis. An important first step towards the goal of effectively blocking tumor angiogenesis is to understand the relationships among tumor-promoting molecules. Whereas little is known about developmental regulation of VEGF, pathological regulation of VEGF during disease states and tumorigenesis is better understood. This review focuses on transcriptional regulation of VEGF expression in cancer. Understanding how VEGF is regulated in tumors cells may provide the basis for future treatments that target both the tumor and its vascular supply.