A heating apparatus of an electromagnetic induction heating type includes a coil and a roller which generates heat by the action of magnetic flux generated from the coil. A recording material is heated by the roller. The heating apparatus further includes a movable magnetic flux decreasing member for decreasing magnetic flux, generated from the coil, acting on the roller. In the heating apparatus, a shutter is moved toward an effective position at which a temperature in a non-conveyance area is lowered when a recording material having a size lower than a maximum conveyable size is conveyed, and is moved away from the effective position depending on the temperature in the non-conveyance area, irrespective of the size of the recording material to be conveyed.