The present work has defined an adhesive fracture energy Ga for the peel testing of flexible laminates. The value of Ga characterises the fracture of the laminate and is considered to be a ‘geometry-independent’ parameter which reflects (i) the energy to break the interfacial bonding forces and (ii) the energy dissipated locally ahead of the peel front in the plastic or viscoelastic zone. We have shown that in order to determine this true adhesive fracture energy Ga that the following energy terms must be considered: (i) the stored strain-energy in the peeling arm, (ii) the energy dissipated during tensile deformation of the peeling arm, and (iii) the energy dissipated due to bending of the peeling arm. The analysis proposed yields quantitative expressions for these various energy dissipation terms and, in particular, considers the energy dissipated due to bending of the peeling arm. Another important feature of the analysis is the modelling of the region below the peel front as an elastic beam on an elastic foundation; such that the peeling arm does not act as a truly built-in beam and root rotation at the peel front is allowed. The analysis described in the present paper has been employed for four different laminates. The values of the local angle θ0 at the peel front from the theoretical calculations have been shown to be in excellent agreement with the experimentally measured values; a small-scale peel test rig having been built so that the peel test, as a function of applied peel angle θ, thickness h of peeling arm and rate of test, could be observed and photographed using a stereo-optical microscope. The value of the adhesive fracture energy Ga (i.e the ‘fully corrected’ value) for each laminate is indeed shown to be a ‘material parameter’.