An image forming apparatus includes a media roll, art image forming device, and a feeder. In the media roll, a printing medium having an adhesive face is wound in a roll shape. The image forming device forms an image on the printing medium. The feeder feeds the printing medium. The feeder includes a protection belt and a pair of rotary bodies. The protection belt presses against and protects the adhesive face of the printing medium. The pair of rotary bodies sandwich and press the printing medium and the protection belt between the pair of rotary bodies. An approach angle of the printing medium is within a range from 0° to 30° and is formed by the printing medium drawn from the media roll and approaching to between the pair of rotary bodies and an opposing face of the protection belt opposing the image forming device.