An information providing system provides delivery information using identification information of an object equipped with a wireless communication function. The information providing system includes a registering unit that registers in advance first link information linking the identification information of the object to the delivery information; a generating unit that generates second link information linking the identification information of the object to delivery information different from the delivery information of the first link information, based on the identification information of the object and identification information of a plurality of information terminals, acquired by communication with the information terminals, which can communicate with the object; and an information providing unit that delivers the delivery information linked by the second link information.