Abstract: This invention relates to an assembly for applying labels to the longitudinal surface of cylindrical articles. The assembly includes a label dispenser which carries the labels to a label station and dispenses them, one at a time, at the labelling station. The labels are carried on a backing tape and are slid off the tape at the labelling station. The assembly also includes means for advancing the articles to the labelling station, for example, a walking beam, and means for supporting the article at the labelling station so that it is free to rotate about its longitudinal axis. A cylindrical roller is disposed in a two position parallel arrangement with an article at the labelling station such that, in one position, the roller is spaced from the article and, in a second position, the roller is in physical contact with the article along a longitudinal contact line. Means are provided for moving the roller to its two positions, and further means are provided for rotating the roller about its longitudinal axis.