Using a general-purpose cost-advantageous blue-light-excited-type white light emitting diode (LED), destruction of devices is prevented and visible light data communication is performed at a sufficient transmission rate. The blue-light-excited-type white LED is driven based on a driving current signal generated based on transmission data. While a visible light signal is outputted to a receiver, a multi-tone driving current signal is generated by a rising pulse and a falling pulse to a rising edge and a falling edge of the transmission data, respectively. Each of pulse widths of the rising pulse and the falling pulse is the same as a unit interval of the transmission data.