A heating apparatus of an electromagnetic inductive heat generating type has a coil for generating a magnetic flux, a roller member for generating heat by the magnetic flux from the coil, and heating a material to be heated, and a magnetic flux shield member for shielding the magnetic flux from the coil to the roller member to thereby vary the generated heat distribution of the roller member, wherein provision is made for a guide provided in non-contact with the roller member for guiding the movement of the magnetic flux shield member to a predetermined magnetic flux suppressing position, thereby realizing an improvement in the faulty operation of the magnetic flux shield member.