Abstract: A label applicator for applying labels to cup-shaped packaging containers including a label storing device means in the form of label rolls, from which labels are removed with the aid of a removal device and labels are applied by a transfer device to the packaging containers. The labels are applied by a contact pressure device to the jacket faces of the packaging containers. Because the application of the labels to packaging containers takes place after the forming of the containers, the design of the label application device is simplified, and accessibility to the containers is improved.