A method and apparatus for a digital broadcasting service may allow direct and real-time control of a digital broadcasting receiver. A service providing server inserts a content control access criteria descriptor into a transport stream and transmits content and the content control access criteria descriptor to the receiver through the transport stream. The receiver receives the transport stream and processes the content according to the content control access criteria descriptor, which can contain lock control information and coupon provision information. The lock control information indicates whether a control function of the receiver is locked or unlocked for specific content. The coupon provision information indicates whether a coupon available for the purchase of pay content is granted depending on execution of specific content.