An apparatus and method for producing self-adhesive labels, in particular in a self-service area, for example of a drug store, is provided. The apparatus comprises a dye-sublimation thermal printer, as a printing means for printing a printing pattern onto an adhesive film, and a cutting apparatus for cutting the adhesive film along a cutting pattern, the adhesive film being moved automatically from the printing means to the cutting apparatus. Initially, only a first moving unit of the printing means moves the adhesive film at a first speed to a second moving unit of the cutting apparatus, after which both moving units move the printed adhesive film further in the forward direction.