Abstract: Apparatus for printing and applying pressure-sensitive labels carried on a release liner of supporting material where the label stock advancement mechanism is a feed wheel which advances the release liner. A brake prevents movement of the label stock during application of a label. A ratchet and pawl arrangement incrementally advances the feed wheel each time a hand lever is returned to its rest position. At the same time, a second ratchet and pawl arrangement is effective to remove the brake during the incremental label stock advancement. The feed and brake release ratchets are preferably integrally connected to opposite sides of the feed wheel. Mechanisms are also provided for ensuring removal of the brake prior to incremental label stock advancement and for manually latching the brake in its released position during loading of label stock in the apparatus.