PURPOSE: To prevent label paper from meandering on an opposite side to a frame proper side by a method wherein a paper guide is arranged this side before label paper is sent in a pinch roller, and the label paper is so guided as to be pushed down on the opposite side to the frame proper side in its width direction.

CONSTITUTION: When a label is printed, label paper 6 sent out from a label paper roll 2 by rotation of a roll holding mechanism 3 is pinched between the pinch roller and a guide roller 12 being contacted with a bottom end surface of a paper guide 26 and a part of a bottom end part of a frame of a pinch roller 8, and sent between a thermal head 15 of a printing part 14 and a platen roller 16. At that time the paper guide 26 fixed onto a rear face of the pinch roller frame is so guided as to push down the opposite side of the label paper 6 to a frame proper 1 in its width direction, and meandering of the label paper 6 is prevented. Thereby, the head 15 facilitates excellent printing without any gradient to a label 5.