Abstract: A label application device, which holds a label strip stationary under a rest condition, and prints, advances and separating labels from a backing ship at successive label positions. It holds stationary a backing strip of the label strip and an advancing wheel for the backing trip so that they are not shifted when the backing strip extends out of a housing main body and is cut. A driving mechanism has an stopper operable to hold stationary the rotation of the advancing wheel, which advances the label strip and the backing strip in the advancing direction. The advancing wheel engages the backing strip and advances the strip in accordance with the retraction and the release of a movable lever. The driving mechanism has a stopper which detachably couples on the advancing wheel for being driven by each label pitch, and holds the backing strip stationary not to be transferred in the advancing direction in a rest condition.