Cellular senescence limits the proliferative capacity of damaged cells and thereby acts as an intrinsic mechanism of tumor suppression. In this issue, Wajapeyee et al. (2008) identify insulin growth factor binding protein 7 (IGFBP7) as a secreted factor that mediates senescence induced by oncogenic BRAF in normal melanocytes. In addition, IGFBP7 triggers apoptosis in cells that have progressed to melanoma, suggesting a new approach for melanoma treatment.