Abstract: A labelling machine applying labels (16) from a continuous web (10) to packages moving on a conveyor (70) past a label application station. The labels (16) are printed on the web (10) with their long edges at right angles to the length of the web, i.e. the long edges of the labels lead as the web is fed from the web towards the label application station (34). At the point where the leading label is separated from the web, the direction of movement of the label is changed so that the narrow edge of the label leads as the label moves from the separation point to the application station.