A method and apparatus for establishing, by a first device, a device-to-device (D2D) connection with a second device in a wireless communication system is provided. When the D2D connection is initiated by a network, the first device receives a D2D broadcast configuration message including information on the second device, from the network, and determines whether to establish the D2D connection with the second device or not. Or, when the D2D connection is initiated by the first device, the first device determines whether to establish the D2D connection with the second device or not, based on at least one of a proximity between the first device and the second device based on a profile of the second device obtained through a neighbor discovery procedure.