Provided is a method and an apparatus for controlling a NEW MESSAGE alert in a portable wireless terminal. In a sender-side terminal, a NEW MESSAGE alert is set after a message is written. The NEW MESSAGE alert setting is designated at a header of the message. The message having the header with the NEW MESSAGE alert setting is transmitted. In a receiver-side terminal, a message is received and it is determined whether a NEW MESSAGE alert is designated at a header of the received message. If a NEW MESSAGE alert is designated at the header of the received message, the designated NEW MESSAGE alert is generated. Therefore, both a sending user and a receiving user can have equal authority over the NEW MESSAGE alert.