Abstract: Apparatus for applying labels bearing a pressure-sensitive adhesive to articles wherein each article is moved by a first pair of conveyor belts into engagement with a second pair of conveyor belts. The first and second pair of conveyor belts hold and move the articles. As the articles are moved, each article passes a sensor, such as an electric eye, which actuates label feeding means, thereby causing a label to be moved into the path of travel of the article. The leading edge of the moving article engages the label between the label ends and moves the label against a pair of spaced rollers. As the article is moved through the space between the rollers, the rollers press the leading end of the label and the center of the label against the bottom and top surface of the article, respectively.