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Objective: In light of the health promotion approaches and strategies proposed in the Ottawa Charter, endorsed by the World Health Organization, it was analyzed how the national health authorities of Colombia, Brazil and Mexico, which have health systems structured differently, conceptualize and guide health promotion. Methodology: Documentary analysis of official information from the agencies in charge of health promotion in each country. Subsequently, a coherence analysis around this concept was carried out. Results: There are different levels of coherence regarding health promotion: in Colombia the concept is transmuted into individual risk management through the documents that implement the Ten-Year Public Health Plan; in Brazil, the concept of health promotion is applied coherently although operational priorities are focused on individual aspects, and each state and municipality implements it according to their needs and capabilities; in Mexico, health promotion is institutionalized, but the access of citizens to the service depends on insurance and individual agency. Conclusions: Health promotion is done within a framework of health service provision focused on individual risk control. Officially, the three countries showed coherence with the health promotion postulates set out in the Ottawa Charter, without adequate coherence in its implementation. [ABSTRACT FROM AUTHOR]