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Investigated was the knowledge of preventive measures of avian influenza from farmers, live chicken sellers, and poultry veterinarian in Benin City, Edo State, Nigeria. A cross‐sectional descriptive study using standardized questionnaire was conducted. Respondents included 236 poultry farmers, live chicken sellers (LCS), and veterinarian aged 12–70 years in contact with birds through husbandry. The study duration was from October 2010 to May 2011. Participants knowledge on transmission sources showed low understanding with highest being from bird‐bird (57.3%). The medium most commonly utilized was electronic media (82.5%) as information source. Respondents thought that vaccination of birds (80.6%) would prevent infection. Farmers’ education on bird flu needs to be improved through veterinary public health and health promotion approach. Nonpharmaceutical preventive measures such as hand …