The present invention provides a method and a server for sending and lending digital service content. The method for sending digital service content includes: receiving, by a server, a user request, in which the user request carries a user identifier and a label of the digital service content; determining a type of the label; if the label is a lending label of the digital service content, acquiring a borrower identifier in the lending label; and determining whether the user identifier is the same as the borrower identifier; if the user identifier is the same as the borrower identifier, acquiring a lending period matching the borrower identifier in the lending label, and determining whether the digital service content is in the lending period; if yes, sending the digital service content to a terminal used by a user and identified by the user identifier.