An image heating apparatus includes a magnetic flux generator for generating magnetic flux; and a rotatable belt including an electroconductive layer which generates heat by the magnetic flux generated by the generator and having flexibility and a cylindrical shape. The generator is outside the belt. The apparatus further includes a back-up member inside the belt member; a rotatable pressor for pressing the belt against the back-up member to form a nip, in which a recording material is nip-conveyed; and a regulator, provided in a sheet passing area of a passable recording material having a maximum size, for regulating movement of the recording material with respect to a longitudinal direction of the belt. The regulator regulates the shape of the belt so that the belt dimension member in a recording material conveying direction is longer than the belt dimension perpendicular to the recording material conveying direction.