A non-contact power supply system supplies power in a non-contact manner between a power transmission coil of a power supply device and a power reception coil of a vehicle. A vehicle side communication unit permits power transmission from the power transmission coil to the power reception coil with respect to one of several power supply devices and transmits a permission signal including identification information of the power supply device. A determination unit determines if a paired communication has been established between the vehicle and the power supply device. The power supply device has a communication unit that receives the permission signal. A controller controls power from the power transmission coil to the power reception coil when the identification information of a power supply device and the identification information in a permission signal match. The determination unit determines that a paired communication has been established when power is detected.