To provide an advertisement providing system and method for providing an advertisement carried out on a network, allowing users to inevitably get a good sight of the content of the advertisement without causing any unpleasant feeling to the users when the users see the advertisement, and thereby producing a higher advertising effect.

A game distribution server 17 distributes a network game via a network to a user terminal 7 operated by a user. When the user has acquired an item on the network game distributed, a screen requesting a selection of whether or not to exchange the item for an advertisement coupon relating to specific goods or services is distributed. If the user selects to exchange the item for the advertisement coupon, an advertisement distribution server 21 distributes the advertisement coupon to the user terminal 7.