Disclosed are a traffic control method, a traffic control apparatus and a server. In some embodiments, the method includes: determining, by a device on a network side, a first queue delay based on transceiving time of a communication data packet currently received from a user terminal and transceiving time of a communication data packet received from the user terminal last time; adjusting a first quality of service parameter based on the first queue delay, a second queue delay stored by the device on the network side and a reception data volume of the device on the network side, to obtain a second quality of service parameter; and transmitting the second quality of service parameter to the user terminal, and the user terminal transmits subsequent communication data packets based on the second quality of service parameter.