The effects of Plantago major seed (PMS) gum on the rheological properties of the sunflower oil-based emulsions (steady shear flow and dynamic oscillatory rheology) were investigated. The results of steady shear flow experiments showed that the shear stress-shear rate, apparent viscosity-shear rate, and shear stress-time data were well fitted with Herschel-Bulkley, Carreau, and Tiu-Bogar models, respectively, and showed the highest R-2 and the lower root mean square error within different models. The strain and frequency sweep data indicated that all emulsions showed weak gel-like behavior, which showed stable interactions and entanglements in the emulsion structure. CoX-Merz rule was applied to investigate the relationship between complex viscosity (eta*) and apparent viscosity (eta(a)). In all emulsions containing PMS gum, eta* >eta(a) and they did not obey from this rule.