To provide a label issuing apparatus and a label pasting device capable of certainly performing label issuing and label pasting regardless of adhesion strength of an adhesive applied to a pasting surface of a label.

A label holding body 8 abutting on the face of a label on the reverse side of a pasting surface of the label to be issued is arranged at a position forward in a feeding direction of the label 1b' issued from a label issuing port. A holding means 9 is provided to hold by the holding body the label issued so that its face on the reverse side of the pasting face of the label gets into contact with a lower face of the label holding body.