The disclosure relates to converging a 5th-Generation (5G) communication system for supporting higher data rates beyond a 4th-Generation (4G) system with a technology for Internet of Things (IoT), and may be applied to intelligent services based on the 5G communication technology and IoT-related technology. To do so, a method and apparatus are provided for transmitting groupcast/broadcast/multicast data and control information in the downlink and uplink. The method and apparatus include features for transmitting to a user equipment (UE), configuration information for multicast and broadcast services (MBS), encoding a first bit sequence for the MBS based on a channel coding, identifying a transport block size (TBS) for limited buffer rate matching (LBRM) based on the configuration information, performing the LBRM to the encoded first bit sequence based on the identified TBS, and transmitting to the UE, a second bit sequence identified based on the LBRM.