Abstract: A tape measure is provided capable of controlling the retracting movement and speed of a tape with a friction force. The tape measure includes a case, a reel, a spiral spring, a tape, a pivot member, a friction member and a resilient member. The reel is rotatably retained within the case. The spiral spring resiliently urges the reel to rotate in a rewinding direction. The pivot member is pivotally mounted within the case. The friction member is operably coupled to the pivot member and makes contact with the tape wound on the outer circumference of the reel, thereby applying a friction force to the tape. The resilient member resiliently biases the pivot member to rotate in such a direction as to bring the friction member into contact with the tape.