The generation of primordial magnetic fields from cosmological phase transitions is discussed, paying particular attention to the electroweak transition and to the various definitions of the `average' field that have been put forward. It is emphasised that only the volume average has dynamical significance as a seed for galactic dynamos. On rather general grounds of causality and energy conservation, it is shown that, in the absence of MHD effects that transfer power in the magnetic field from small to large scales, processes occurring at the electroweak transition cannot generate fields stronger than $10^{-20}$ Gauss on a scale of 0.5 Mpc. However, it is implausible that this upper bound could ever be reached, as it would require all the energy in the Universe to be turned into a magnetic field coherent at the horizon scale. Non-linear MHD effects seem therefore to be necessary if the electroweak transition is to create a primordial seed field.

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