Abstract: A label application system that automates a label application process to automatically feed, peel and apply labels to a number of different styles of articles. The label stock is advanced to an application position where the leading edge is deflected over edge guide to peel an individual label approximately half way off of the backing sheet. The article is inserted into the article receiving slot until the lead edge of the article engages a switch and initiates the application of the individual label. An application bar rotates about a horizontal axis swiping the peeled half of the label onto the inserted portion of the article. Substantially, simultaneously the feed operation is initiated to advance the label backing, moving the next sequential label into the application position. The article is then removed from the slot and inserted into a tabbing assembly.