To surely peel even a label with less stiffness from a band-shape mount.

Whether the distal end section of a label 12A is peeled from the band-shape mount 12B by the direction-turning carrying of a label continuous body 12 at the peeling location of a peeling plate 28 or not is detected by a peeling checking sensor 34. When the detected result is that the distal end section of the label 12A is not peeled, the band-shape mount 12B is fed and carried backward to this side of the peeling location. Then, the band-shape mount 12B is carried again in the normal feeding direction. Therefore, for the label continuous body 12, the direction-turning carrying at the peeling plate 28 is performed a plurality of times. Thus, even a label of less stiffness can be surely peeled from the band-shape mount.