PURPOSE: To facilitate the work of applying a pressure-sensitive adhesive tape to stick a long continuous defect-free section of the tape to a substrate.

CONSTITUTION: This apparatus consists of a frame 2 with a handle 1, a tape pressing roller 3 freely rotably attached to the lower part of the frame 2, and a roll attachment shaft 5 located above the roller 3, attached to the frame 3 in parallel with the rotary shaft 4 of the roller 3 and holding a roll 6 for a single-coated pressure-sensitive adhesive tape in a freely rotable manner. In a state in which the surface of a pressure-sensitive tape 6a rewound from the roll 6 is opposed to the outermost periphery of the cylinder of the roller 3, the tape is moved along the outermost periphery of the cylinder of the roller and led into a space between the roller and the surface of the substrate 8 to which the tape is applied, where the pressure-sensitive adhesive surface of the tape is applied to the surface of the substrate 8, and the roller 3 is rolled while it is pressing the tape 6a against the surface of the substrate 8.