A method and apparatus for controlling reception of multimedia broadcast/multicast services (MBMS) at a wireless transmit/receive unit (WTRU) are disclosed. In order to control reception of an unwanted service of the MBMS, the WTRU is enabled or disabled for receiving MBMS in accordance with a user input. The unwanted service may be blocked at an application layer or at a lower layer. Either all services or a selected individual service may be blocked. The selection may be based on a type or priority of the content. The selection may be overridden for providing a certain service. To block the unwanted service, reception of an MBMS announcement message is disabled. Alternatively, an MBMS identity is prevented from being passed to a lower layer or is passed with a flag indicating that the unwanted service of the MBMS should not be processed.