Apparatus for pivoting a tensioned web of material away from an adhesive applicator roller therefor comprises a guide roller for the web carried by first pivotal levers and a web tensioning bar extending parallel to the guide roller and carried by second pivotal levers so as to keep the web under tension when the first pivotal levers are swung to move the web past over the guide roller away from the applicator roller. Means are provided which are operative on pivoting of the first levers and which utilize the pivoting motion thereof for controlling pivoting movement of said second levers required to maintain or increase the tension in the web.