An image forming apparatus includes an image forming unit (102), a conveyance unit (103), and an adhesive-surface guide unit (106). An adhesive-surface guide member (42) of the guide unit (106) is wound around a first rotary body (22) of a pair of rotary bodies (21, 22) of the conveyance unit (103) and a second rotary body (41) of the guide unit (106) to guide an adhesive surface (2b) of a print medium. The guide unit (106) is configured to press the guide member (42) against the adhesive surface (2b), sandwich the print medium (2) and the second rotary body (41) between the pair of rotary bodies (21, 22), move the print medium (2) and the second rotary body (41) together, and separate the guide member (42) from the adhesive surface (2b) at a side of the guide unit (106) at which the second rotary body (41) is disposed.