To provide a linerless ordinary paper label continuous body which can be applied to a label printer of heat transfer type using an ink ribbon.

A release agent is applied to the surface of a band-shaped ordinary paper label base material, whose rear face is coated with an adhesive, partially in polka dots, grids, or the like. When this label continuous body 1 is set to the label printer of heat transfer type using an ink ribbon to perform printing, the ink is received in parts of the ground of the ordinary label base material where the release agent is not applied, and a picture is obtained in its own way.