Provided is an information processing system including a server device, and a non-contact communication tag readable through NFC. The non-contact communication tag includes an identification information retaining unit that retains identification information for uniquely identifying the tag, an authentication information retaining unit that retains authentication information to be used in authentication of the non-contact communication tag, and a NFC unit that transmits the identification information and the authentication information to another device, which will transmit the received identification information and authentication information to the server device, in NFC with the other device. The server device includes an information acquisition unit that acquires the identification information, the authentication information, and other information transmitted from the other device, an authentication unit that authenticates the non-contact communication tag using the authentication information, and a process execution unit that executes a process according to the other information and the identification information after the authentication.