Abstract: A linerless label in web form is fed by a pair of nip rollers to a cutting device for forming discrete linerless labels subsequently applied to a product by an applicator head. The nip rollers have circumferentially extending, axially spaced ribs in registry with one another. The roller in opposition to the adhesive on one side of the web is a pressure roller having the rib surfaces plasma-coated to preclude the adhesive from sticking to the roller. Fingers with plasma coating extend through grooves between the ribs of the bottom rollers and underlie the web as it is driven by the rollers to the cutting device. Vacuum pressure is applied to an applicator head downstream of the cutting device to retain the discrete label on the head until applied to a product moving below the head. Throughout the operation, the plasma-coated surfaces prevent the adhesive from sticking to the machine components and the accumulation of adhesive residue on the machine.