Abstract: In a laminating machine comprising an applicator roller at a substantially fixed location and a support movable relatively to said roller for an article which is to be laminated with a decorating film that is peeled off a composite web composed of said decorating film on a backing sheet, a feeding device for taking said web to said applicator roller, said feeding device comprising a supply reel for said web, means for axially displacing said supply reel substantially parallel to said applicator roller and a rotatable jockey roller for tensioning said web and disposed between said supply reel and applicator roller, said jockey roller being mounted for substantially vertical displacement as well as pivotal motion about a vertical axis and axial displacement in unison with said supply reel.