  The quantum ferromagnetic transition of itinerant electrons is considered. It
is shown that the Landau-Ginzburg-Wilson theory described by Hertz and others
breaks down due to a singular coupling between fluctuations of the conserved
order parameter. This coupling induces an effective long-range interaction
between the spins of the form 1/r^{2d-1}. It leads to unusual scaling behavior
at the quantum critical point in $1<d\leq 3$ dimensions, which is determined
exactly.
