Embodiments of the present invention provide a method and apparatus for controlling a service chain of a service flow. The method includes: receiving a service processing customization request message sent by a content provider server/service provider server; generating, according to a service processing customization condition carried in the service processing customization request message, service chain information of a service flow corresponding to the content provider server/service provider server; and constructing, based on the service chain information, service chain control information corresponding to a service chain, so that a controller acquires the service chain control information and sends flow forwarding policy information corresponding to the service chain to a switch based on the service chain control information, so that the switch processes, according to the flow forwarding policy information, a received service flow.