A method for operating an image display apparatus includes receiving a pairing request signal from a first remote controller, performing pairing with the first remote controller, receiving a pairing request signal from a second remote controller, confirming attributes of content which is being used, and determining whether pairing with the second remote controller is performed based on the confirmed attributes of the content. An image display apparatus includes an interface configured to receive a pairing request signal from a remote controller, a display configured to display predetermined content, and a controller configured to receive a pairing request signal from a second remote controller in a state of performing pairing with a first remote controller and to determine whether pairing with the second remote controller is performed based on attributes of the predetermined content. Accordingly, user convenience can be increased by variously and conveniently using the plurality of remote controllers.