Gene expression of visna virus is highly restricted in monocytes, but is induced when monocytes differentiate into macrophages. A previous study on differential regulation of visna virus gene expression revealed that a specific AP-1 site in the long terminal repeat of the viral DNA is required for phorbol-ester-induced gene expression in macrophages (Gabuzda, Hess, Small, and Clements, Mol. Cell. Biol., 9, 2728-2733). In the present investigation, we examined the association of two DNA binding proteins, the proto-oncogene proteins FOS and JUN, with this AP-1 site in the visna virus LTR. We demonstrated that the concentrations of these two proteins and their mRNAs increased in U937 cells after phorbol ester induction. Furthermore, the binding of cellular proteins from the U937 nuclear extracts to this AP-1 site was significantly decreased in the presence of antibodies to JUN and FOS. In vitro-translated JUN protein also binds to this AP-1 sequence, and this binding is enhanced by the FOS protein. These results indicate that JUN and FOS are directly involved in the differential regulation of visna virus gene expression.