There is no control ability on label in REST API(as far as I know, neither 10.1 rest api).So you can just turn off the visibility of a whole layer rather than labels only.Two solutions to this issue:1. Maintain two map services on server, one for map content only and another for "labels" only. On client side, you can easily switch the visibility of each layer(the label map service or the map content map service). On server side, construct the "labels" only map service by creating a annotation feature class, and only add this layer to your mxd, then publish. This is the recommended approach and indeed implemented by online maps provider, such as ArcGIS Online or ???????.2. Turn off your label in mxd and implemented label function on client side by using graphics layer and text symbol.Hope these helps.