Abstract: An air blast applicator for applying adhesive-backed labels (2) includes a peel knife (13) for sequentially partially peeling successive labels from a backing strip (6). A gas stream (28) is directed at each label passing to the peel knife (12) to assist removing it and prevent it reattaching to the backing strip (6). An air amplifier (25) has a tube therein such that a gas flow through the tube causes air to be drawn through the air amplifier (25) inducing the air flow (28) directed at the label (2). A blast (20) of gas applies each label (2).