A 48-bp cis-acting negative element in the Epstein-Barr virus BZLF1 gene P1 promoter has been described previously. By DNase I footprinting experiments, two regions were identified as the protein-binding sites (previously designated site I and site II). In this report, the cellular transcription factor YY1 has been identified as a protein which binds to both of these elements, now designated ZIVA and ZIVB. Both ZIVA and ZIVB conferred cis-acting negative regulation on an enhancerless simian virus 40 promoter. In cotransfection experiments, overexpression of YY1 caused further repression of the enhancerless simian virus 40 promoter containing either the ZIVA or ZIVB element. Cotransfection of a plasmid expressing antisense to YY1 increased the expression of the heterologous promoter containing ZIVA but not ZIVB. In similar experiments carried out with the P1 promoter, overexpression of YY1 caused downregulation of P1 whereas antisense RNA to YY1 caused a slight increase in expression. Analyses of various P1 mutant constructions revealed additional YY1 sites downstream of ZIVB. Overexpression of YY1 also caused downregulation of a P1 mutant with no apparent YY1-binding sites. TPA treatment of Raji cells caused a temporal loss of YY1-binding activity but had no effect on the intracellular levels of YY1 protein. Serum induction of quiescent B cells also caused loss of YY1 binding to the ZIVB site, which was found to be a weak serum response element. In contrast, anti-immunoglobulin G treatment of Akata cells had no effect on either the YY1-binding activity or protein levels. The binding of YY1 to the cis-acting negative elements in infected B cells may play a pivotal role in the maintenance of Epstein-Barr virus latency.