The invention relates to apparatus and a method for applying a length of adhesive tape with a water activated adhesive coating using a handheld dispensing apparatus. The apparatus allows a first portion including a leading end of the said length of tape to be fed from a tape supply through a dispensing outlet of the apparatus by operating user actuation means to operate feed means of the apparatus and a further portion of the said length of tape is dispensed by causing relative movement between the apparatus and the said item and operating user actuation means to operate a cutting station of the apparatus to separate the trailing edge of the said length of tape from the remainder of the tape supply and the apparatus and thereby allow the length of tape to be adhered to the item, such as a cardboard packaging box.