We present a model to study the non-steady V-shaped peeling of a viscoelastic thin tape adhering to a rigid flat substrate. Geometry evolution and viscoelastic creep in the tape are the main features involved in the process, which allows to derive specific governing equations in the framework of energy balance. Finally, these are numerically integrated following an iterative scheme to calculate the process evolution assuming different controlling conditions (peeling front velocity, peeling force, tape tip velocity). Results show that the peeling behavior is strongly affected by viscoelasticity. Specifically, for a given applied force, the peeling can either be prevented, start and stop after some while, or endlessly propagate, depending on the original undeformed tape geometry. Viscoelasticity also entails that the interface toughness strongly increases when the tape tip is fast pulled, which agrees to recent experimental observations on tougher adhesion of natural systems under impact loads, such as see waves and wind gusts.