A heating apparatus includes a core; magnetic flux generating means having an excitation coil provided outside the core; an induction heat generating element for electromagnetic induction heat generation using the magnetic flux generated by the magnetic flux generating means, a heating portion for receiving a recording material and for heating the recording material by the heat generated by the induction heat generating element, the heating portion being elongated in a longitudinal direction crossing with a direction in which the recording material is fed to the heating portion; magnetic flux adjusting means for changing a distribution, in the longitudinal direction, of densities of the magnetic flux generated by the magnetic flux generating means in the heating portion; the magnetic flux adjusting means including a magnetic flux shield member, and moving means for moving the magnetic flux shield member to a position for adjusting the magnetic flux generated by the magnetic flux generating means, the magnetic flux shield member being effective to block the magnetic flux at a position between the core and the excitation coil.