The globalization of the world economy and changing trade relations have major public health implications. The trading community's foremost concern has been to minimize the perceived interference by health issues with freer trade. The exploration of how trade liberalization is affecting determinants of health is well underway and has attracted worldwide attention. Importantly, the professional community has engaged trade-related organizations to ensure proper representation of public health interests. The UN's World Health Organization (WHO) is mandated "to act as the directing and coordinating authority on international health work." This responsibility obligates it to address major trends that impinge on human health. The article suggests areas of study to strengthen the WHO's role and urges that it reevaluate its traditional focus on working with the health ministries of its member states. In many ways, public health is still playing "catch up" with powerful vested interests. New tools and strategies are needed.