Boundary-layer forced convective heat transfer at a moving flat surface parallel to a moving stream is presented for the case where the plate is subjected to a variable heat flux. In particular, we assume that the surface heat flux varies with spatial variable x according to a power-law rule. The similarity solutions for the problem are obtained by solving the reduced ordinary differential equations numerically, while exact solutions are provided for certain parametric values. It is noted that even in the case of prescribed surface heat flux, dual solutions exist when the surface and the fluid move in opposite directions.