Abstract: An apparatus for administering self-adhesive labels is disclosed. In the preferred embodiment, the invention comprises an advance lever, which activates a driving mechanism which rotates two cooperating rolling bars; a wiper bar in cooperation with a deflection bar, which forms a stripping mechanism; and a clear label path. Because of the paucity of parts, the user can view a web at all times. In addition, some parts are transparent, which enhances the user's ability to monitor labels. Because of the sharp edge of the deflection bar, the labels are separated from the base ply and projected forward, while the base ply is pulled back and away from the label. Then, due to the beveled edge of the wiper bar, the labels are applied with a wiping motion, rather than a rotating motion.