An image forming apparatus, comprising: an image forming unit configured to form an image on an adhesive surface of a print medium; a conveyance unit configured to convey the print medium to a position at which the print medium opposes the image forming unit with the adhesive surface placed at a front surface side; and an adhesive-surface guide unit configured to guide the adhesive surface of the print medium at a position upstream from the image forming unit in a conveyance direction of the print medium, wherein the conveyance unit comprises a pair of rotary bodies (21, 22) configured to sandwich the print medium between the pair of rotary bodies (21, 22) to convey the print medium, and a guide member configured to support and guide the print medium, the pair of rotary bodies (21, 22) comprising a first rotary body, the adhesive-surface guide unit comprises a second rotary body and an adhesive-surface guide member, the second rotary body being disposed at a position downstream from the first rotary body in the conveyance direction, the adhesive-surface guide member having an endless shape and being wound around the first rotary body and the second rotary body configured to guide the adhesive surface, and wherein the adhesive-surface guide unit is configured to press the adhesive-surface guide member against the adhesive surface of the print medium, to sandwich the print medium and the adhesive surface guide member between the pair of rotary bodies (21, 22), to move the print medium and the adhesive surface guide member together, and configured to separate the adhesive-surface guide member from the adhesive surface at a side of the adhesive-surface guide unit at which the second rotary body is disposed and upstream of the image forming unit in the conveyance direction. an image forming unit configured to form an image on an adhesive surface of a print medium; a conveyance unit configured to convey the print medium to a position at which the print medium opposes the image forming unit with the adhesive surface placed at a front surface side; and an adhesive-surface guide unit configured to guide the adhesive surface of the print medium at a position upstream from the image forming unit in a conveyance direction of the print medium, wherein the conveyance unit comprises a pair of rotary bodies (21, 22) configured to sandwich the print medium between the pair of rotary bodies (21, 22) to convey the print medium, and a guide member configured to support and guide the print medium, the pair of rotary bodies (21, 22) comprising a first rotary body, the adhesive-surface guide unit comprises a second rotary body and an adhesive-surface guide member, the second rotary body being disposed at a position downstream from the first rotary body in the conveyance direction, the adhesive-surface guide member having an endless shape and being wound around the first rotary body and the second rotary body configured to guide the adhesive surface, and wherein the adhesive-surface guide unit is configured to press the adhesive-surface guide member against the adhesive surface of the print medium, to sandwich the print medium and the adhesive surface guide member between the pair of rotary bodies (21, 22), to move the print medium and the adhesive surface guide member together, and configured to separate the adhesive-surface guide member from the adhesive surface at a side of the adhesive-surface guide unit at which the second rotary body is disposed and upstream of the image forming unit in the conveyance direction.