A label peeling device having a peeling unit configured to peel labels from label paper fed from a fluid ejection device configured to eject fluid onto the label paper, the label paper including labels (Pb) and a liner (Pa) to which the labels (Pb) are affixed, the peeling unit comprising: a peeling member that is disposed movably between a start peeling position and an end peeling position, and is configured to fold back the liner (Pa); and a conveyance unit that is disposed to a conveyance path of the label paper on the downstream side of the peeling member and is configured to convey the label paper, wherein the peeling member is configured to peel the labels (Pb) from the liner (Pa) by moving from the start peeling position to the end peeling position; a load unit configured to apply a load resisting movement of the peeling member from the start peeling position to the end peeling position, and a return unit configured to move the peeling member from the end peeling position to the start peeling position after the peeling member has moved from the start peeling position to the end peeling position, and including a drive source configured to move the peeling member from the end peeling position to the start peeling position; characterized in that the return unit includes: a power transfer mechanism that includes a pulley and is configured to transfer drive power from the drive source to the peeling member, wherein the drive source is configured to move the peeling member from the end peeling position to the start peeling position by rotationally driving the pulley in a first direction of rotation; the pulley is configured to turn in a second direction of rotation opposite the first direction of rotation when the peeling member moves from the start peeling position to the end peeling position; and in that the load unit includes a torque limiter that is connected to the pulley and that is configured to limit the torque of the pulley in the second direction of rotation. a peeling member that is disposed movably between a start peeling position and an end peeling position, and is configured to fold back the liner (Pa); and a conveyance unit that is disposed to a conveyance path of the label paper on the downstream side of the peeling member and is configured to convey the label paper, wherein the peeling member is configured to peel the labels (Pb) from the liner (Pa) by moving from the start peeling position to the end peeling position; a load unit configured to apply a load resisting movement of the peeling member from the start peeling position to the end peeling position, and a return unit configured to move the peeling member from the end peeling position to the start peeling position after the peeling member has moved from the start peeling position to the end peeling position, and including a drive source configured to move the peeling member from the end peeling position to the start peeling position; characterized in that the return unit includes: a power transfer mechanism that includes a pulley and is configured to transfer drive power from the drive source to the peeling member, wherein the drive source is configured to move the peeling member from the end peeling position to the start peeling position by rotationally driving the pulley in a first direction of rotation; the pulley is configured to turn in a second direction of rotation opposite the first direction of rotation when the peeling member moves from the start peeling position to the end peeling position; and in that the load unit includes a torque limiter that is connected to the pulley and that is configured to limit the torque of the pulley in the second direction of rotation. a power transfer mechanism that includes a pulley and is configured to transfer drive power from the drive source to the peeling member, wherein the drive source is configured to move the peeling member from the end peeling position to the start peeling position by rotationally driving the pulley in a first direction of rotation; the pulley is configured to turn in a second direction of rotation opposite the first direction of rotation when the peeling member moves from the start peeling position to the end peeling position; and in that the load unit includes a torque limiter that is connected to the pulley and that is configured to limit the torque of the pulley in the second direction of rotation.