A privilege imparting system provided with: a terminal device that contains a first acquisition means, which acquires a product-identifying product identifier, and a first transmission means which, when the device is located in a shop, transmits a user-expressing user identifier and the product identifier acquired by the first acquisition means; and a server device that contains a first reception means, which receives the user identifier and the product identifier transmitted by the terminal device, and an updating means which updates privilege information, which is stored by a storage means and associated with the user identifier received by the first reception means, using information expressing privileges associated with the product identifier received by the first reception means.