A method for applying labels in rows on a tape, which can be driven by a tape driving mechanism, for which the labels are deposited in consecutive rows at an applicator, disposed stationary at the tape, on the tape, the tape being advanced partially after or during the deposition of a row of labels by a length section at the applicator in that, by a movable tension, a pull loop is pulled out of the path of the tape downstream from the applicator, while the section of tape, located upstream from the pull loop, is kept stationary, and the tension can be moved stepwise between a starting position and an end position and that, during the partial advance, a step is traveled by the tension roller, the length of which is adjusted by a control mechanism.