m2 muscarinic receptor gene expression was investigated following stimulation of protein kinase C (PKC) with the phorbol ester 4 beta-phorbol dibutyrate (PDBu) in HEL 299 cells. PDBu (100 nM) caused a time-dependent decrease in the steady-state levels of m2 receptor mRNA and in specific [3H]N-methyl-scopolamine binding. Preincubation with the PKC inhibitor GF-109203X inhibited the reduction in M2 receptor and mRNA levels induced by PDBu, confirming the involvement of PKC. Chronic PDBu treatment also caused desensitization of the receptor as forskolin-stimulated cAMP accumulation, inhibited by carbachol in control cells, was lost upon treatment with PDBu for 24 h. Co-incubation with PDBu and the protein synthesis inhibitor cycloheximide, inhibited PDBu-mediated reduction of m2 receptor mRNA, indicating new protein synthesis is required for down-regulation. Half-life studies using the transcriptional inhibitor actinomycin D suggested that the stability of the m2 receptor mRNA was not altered by PDBu treatment (t1/2 = 2 h). Nuclear run-on assays showed a 50% reduction in the rate of m2 receptor gene transcription after treatment with PDBu for 12 h. In conclusion we have provided evidence for heterologous regulation of m2 receptor gene expression through changes in gene transcription resulting in uncoupling of M2 receptors. Furthermore, the synthesis of an unidentified factor is required for the down-regulation process.