A visible light communication apparatus includes a constant current circuit and a load circuit including light emitting elements connected to output terminals of the constant current circuit. Further, the visible light communication apparatus includes a load variation circuit configured to change load characteristics of the load circuit by electrically connecting to the load circuit, the load variation circuit including a series circuit of a diode and a resistor connected in series to the load circuit and a switching element configured to electrically connect or disconnect the load variation circuit to the load circuit in response to a binary communication signal.