Abstract: Apparatus for applying preprinted tubular labels or bands about the exterior of non-rigid walled containers is disclosed; the labels being made of flexible plastic and supplied from an elongated tube in a collapsed or flattened state stored in a roll supply thereof. The apparatus includes means for automatically positioning individual unlabeled containers at a labeling station and for removing labeled containers therefrom. First gripper means are provided for advancing one end of the label supply over a guide horn for opening a leading label to the general transverse configuration of the container, and for cooperation with second gripper means in detaching individual opened labels from the supply roll while advancing the opened label over the container's exterior and releasing the same at a desired location thereabout.