PURPOSE: To effectively prevent the formation of the shoe mark flaws generated by seizure by rolling a material to be rolled while supplying a seizure preventive agent on the outside surface of the material to be rolled over the entire contact length region of guide shoes and the material to te rolled.

CONSTITUTION: The seizure preventive agent is continuously supplied over the total contact length region of the guide shoes 4, 4' and the material 0 to be rolled in the axial direction of a seamless steel pipe 1 at the time of rolling of the above-mentioned pipe. The seizure preventive agent is, therefore, spread between the fresh surface incessantly generated on the surface of the material 0 by the rolling thereof and the guide shoes 4, 4 ', by which the seizure is exactly prevented. As a result, the formation of the shoe mark flaws arising from the seizure is effectively prevented.