A watermarking system allowing both sufficiently high quality of watermarked moving pictures and enhanced ease of watermark detection is disclosed. A watermark level of a watermark to be embedded into a picture of data is changed depending on the picture type of a selected block of frequency component data, and then a watermark having the watermark level is inserted into the selected block of frequency component data. Therefore, a moving-picture can be effectively embedded with a digital watermark without substantially reducing the quality of image and the digital watermark can be detected reliably. A relative proportion of watermark levels of I-picture, B-picture, and P-picture is preferably set to 10:7:5.