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Disclosed are a drive control method and apparatus and a display device. The drive control method may be applied to a controller, and include: adding at least one configuration instruction into a target region of one row of data to obtain a target row of data, wherein the configuration instruction is intended for self-configuration of a drive parameter by a first driver chip, and the target region includes at least one of a blank region and a region where display data is located; and sending the target row of data to the first driver chip.