To reduce power consumption required at automatic loading, regarding an image forming apparatus for forming an image on a continuous paper.

The image forming apparatus (U) includes a carrying roll (R1), having a rotary-driving driving roll (R1a) and a driven roll (R1b) constituted so as to be brought into contact with or separate from the driving roll (R1a), for carrying the continuous paper (P) which has passed through a transfer area (Q1) toward the downstream side in the continuous paper carrying direction, and also, the apparatus (U)includes a continuous paper loading control means for carrying the continuous paper (P) toward the downstream side by the carrying roll (R1), while bringing the driven roll (R1b) into contact with the driving roll (R1a), in a state such that the front end of the continuous paper (P) passes through the position of the driving roll (R1a), when loading a new continuous paper (P) to the image forming apparatus (U).