A reproduction equipment converts an identification code of the reproduction equipment into a plurality of signal sequences using a correspondence table and embeds the obtained plurality of signal sequences in AV signals as a digital watermark. A reproduction equipment specifying equipment compares correlation values of the AV signals, containing the digital watermark embedded therein with all signal sequences contained in a correspondence table. A comparison of the correlation values with a previously set threshold value determines the embedded signal sequences and the identification code of the reproduction equipment which may be extracted.