A Lighting device, which performs visible light communication with a receiver including an image sensor, includes: a dividing unit that divides identification information assigned to the lighting device into N packets (where N is a natural number greater than or equal to 2); a block generator that generates signal blocks each of which includes M packets (where M is a natural number greater than or equal to N) that include at least one of each of the N packets; and a light source that sequentially transmits the signal blocks in (i) each frame cycle of the image sensor or in (ii) each cycle substantially equal to an integral multiple of the frame cycle, by superimposing each of the signal blocks onto illumination light. The block generator generates the signal blocks so that an order of arranging the M packets is different between consecutive signal blocks in the signal blocks.