Abstract: The invention relates to an automated label applicator for linerless labels (18-20) that are cut from a linerless adhesive strip (1) by means of a cutting device having a cutting knife (7), wherein the automated label applicator incorporates a roller pair (4) defining between them a roller gap (5) through which the adhesive strip (1) is transported, and wherein downstream of this roller pair (4) the cutting knife (7) is disposed, characterized in that a second roller pair (14) with a roller gap (13) is disposed downstream in such a way that the cutting knife (7) is situated in the space between the two roller pairs (4, 14), and that a tension onto the adhesive strip (1) being cut is generated in the region of the cutting knife (7) between the two roller pairs (4, 14). The technical teaching of the claimed subject matter provides the advantage that a linearly movable cutting knife can be used, permitting the cutting to take place with the adhesive strip at standstill.