To provide a printer and a printing method by sensor ineffective mode in which even a long tape composed of a long body having no section nor mark can be sectioned, printed or cut in units of label.

Forward end 19a of an adhesive tape 19 cut by means of a cutter 22 is fed back by a specified distance X to the position of a thermal head 20 using a platen roller 17. In a control section 6a, a CPU 16 operates the length B of a blank area 19c formed continuously in a print area 19b based on the data of the length A of a label 2 inputted from a host computer 7. The platen roller 17 is designated through a carriage control circuit 18 to carry the blank area 19c forward by the length B in addition to carriage of the length of print area A.