A label issuing apparatus includes: a storage unit that stores a plurality of pieces of product information regarding a product; a print control unit that generates print data defining that a barcode, in which at least one piece of the product information stored in the storage unit is encoded, and a digital watermark, in which at least one piece of the product information encoded as the barcode is embedded, are arranged on one product label and the barcode and the digital watermark are arranged at different positions on the one product label; and a label issuing unit that issues the product label on which the barcode and the digital watermark are displayed at different positions by printing information based on the print data on a label.