An encryption key distribution method for service and content protection in a mobile broadcasting system, and a system for the same which includes generating, by a network, a first encryption key when the broadcast service is first provided; transmitting a generalized rights object message, which includes identification information for identifying the generated first encryption key, to the terminal; generating a second encryption key before the lifetime of the first encryption key expires; and transmitting the generalized rights object message, which includes identification information for identifying the generated second encryption key, to the terminal.