The present invention is related to a method and an apparatus for transmitting and receiving activity data of a user through Bluetooth LE (Low Energy) in a wireless communication system. A method according to the present invention comprises transmitting an advertising message indicating support of a measurement service for a user's activity to a second device; receiving a first request message requesting measurement of a specific activity of the user from the second device; transmitting a first response message to the second device in response to the first request message, when the specific activity is supported by the first device; and measuring the specific activity, wherein the first request message includes activity type indicating type of the specific activity.