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Australia currently has a deregulated health promotion workforce; however, internationally, there have been moves to regulate health promotion and establish it as a specialist discipline. Regulation is seen as a way to ensure that health promotion expertise is recognised as an important component of the preventive workforce, providing a mechanism to protect community and industry interests by ensuring that practitioners meet minimum qualifications and demonstrate ongoing fitness to practice. It confers a 'specialist' label on practitioners who gain 'ownership' of the field. It also seeks to strengthen the workforce, and tends to bring prestige, influence and financial rewards to its members.