Abstract: Apparatus for applying pressure sensitive labels to products on a product line peels the labels from a web of release paper and applies them to the products, when the latter are detected to be in a predetermined position, by action of a pneumatic applicator head. The head favorably includes an exhaust blower which vents to the atmosphere thereby keeping slitting dust out of the machinery cabinet, and is arranged to rock to an open, service position to expose compressed air hoses therewithin. These hoses are coupled to apertures in a base plate of the applicator head by venturi nozzles which serve to increase the pressure of compressed air pulses carried by the hoses for applying the labels to products. The web can be advanced over a peeling arrangement by a drive system including a drive roller powered by a two stage chain drive, with a clutch disposed between the two stages and a brake disposed directly with the drive roller.