Abstract: An automatic labeling system is provided for applying an elongate label to a preselected curved surface of each of a plurality of objects which move in succession along a given path of travel past a stationary work station. This system comprises an applying assembly at the work station for applying a label to each of the curved surfaces, a supply and transport assembly for feeding elongate labels to the applying assembly at a controllable speed, a guide roller for positioning the applying assembly relative to each curved surface and a control apparatus for controlling the operation and speed of the transport in a predetermined fashion.