A linerless price reduction continuous label comprising: a label base member; an adhesive material layer formed on the backside of the label base member; a heat-sensitive color forming layer formed on the surface of the label base member; a release material layer formed on the upper layer of the heat-sensitive color forming layer; wherein, a price reduction indication region, configured for indicating a price reduction information of an original price indicated on a merchandise, and a bar-code cover-up region, configured for covering-up a bar-code relating to a price information of the original price, are provided separable with each other by a region separation line; the price reduction indication region and the bar-code cover-up region are connected separable, as a unit label of a linerless price reduction label by a unit joining line; the region separation line is configured by a first perforation including first right and left notches formed widthwise inwardly from both end portions of the label base member, and the unit joining line is configured by a second perforation including second right and left notches formed widthwise inwardly from both end portions of the label base member; characterized in that the second notches are formed longer than the first notches; the first perforation on the region separation line between the first right and left notches has notches widthwise inwardly that are shorter than the first right and left notches facing both end portions of the label base member, and the second perforation on the unit joining line between the first right and left notches has notches widthwise inwardly that are shorter than the second right and left notches facing both end portions of the label base member. a label base member; an adhesive material layer formed on the backside of the label base member; a heat-sensitive color forming layer formed on the surface of the label base member; a release material layer formed on the upper layer of the heat-sensitive color forming layer; wherein, a price reduction indication region, configured for indicating a price reduction information of an original price indicated on a merchandise, and a bar-code cover-up region, configured for covering-up a bar-code relating to a price information of the original price, are provided separable with each other by a region separation line; the price reduction indication region and the bar-code cover-up region are connected separable, as a unit label of a linerless price reduction label by a unit joining line; the region separation line is configured by a first perforation including first right and left notches formed widthwise inwardly from both end portions of the label base member, and the unit joining line is configured by a second perforation including second right and left notches formed widthwise inwardly from both end portions of the label base member; characterized in that the second notches are formed longer than the first notches; the first perforation on the region separation line between the first right and left notches has notches widthwise inwardly that are shorter than the first right and left notches facing both end portions of the label base member, and the second perforation on the unit joining line between the first right and left notches has notches widthwise inwardly that are shorter than the second right and left notches facing both end portions of the label base member.