Quantification of the egg yolk precursor vitellogenin (VTG) in fish has become a standard technique to detect estrogenic effects of known chemicals and environmental samples. In the present study, we have analysed VTG induction by estradiol, ethynylestradiol and genistein exposure in the model teleost medaka (Oryzias latipes) and demonstrate that the medaka is a suitable model system to analyse estrogenic effects. By comparing VTG gene expression and protein levels we show that in principal both techniques can be used to study VTG induction in vivo (juvenile and adult males) and in vitro (primary cultures of male liver cells). If a short term in vivo or in vitro exposure is performed, detection of mRNA might be sufficient. For long term studies with the need to detect weak estrogenic chemicals and a precise quantification, immuno-chemical detection may be favoured.