A method and an apparatus for measuring color of a moving web. The web is measured by reflectance measurement and transmittance measurement, wherein the reflectance measurement is carried out by illuminating a surface of the web in a measuring area, where on the other side of the web at the measuring area resides a solidly attached backing element and measuring the radiation reflected from the web. The transmittance measurement is carried out by illuminating the web and measuring the radiation transmitted through the web. The radiation measured in the transmittance measurement is transmitted through the backing element.