Analytical and numerical progresses (i.e., Monte Carlo simulations) in the theory of phase transitions as well as experimental advances in the tools for surface magnetism are opening new horizons for this old field of solid state physics. Examples we shall describe involve 10 yr old predictions of magnetic surface reconstruction, their relation to the understanding of different phenomena like wetting or prewetting. Spin-resolved photoemission spectroscopy using synchrotron radiation, inverse photoemission, and electron scattering using polarized electrons from AlGaAs or GaAsP photocathodes are the primary new tools, which take advantage of the simultaneous availability of conventional preparation (e.g., UHV-epitaxy) and characterization techniques used in surface science studies. These experiments are expected to lead also to new insights in the microscopic origin of second order phase transitions in the special case of 3d metals.