Abstract: A labeling apparatus for applying adhesive backed labels to containers or the like. A transverse conveyor transports a label to be applied from a feeder to a label presenting position on the conveyor. A label applying head including a pair of pivotally mounted arms and an elastic, label support belt stretched between distal ends of said arms, is rotated to a label applying position at which said support belt is positioned in a confronting relation with said label. A label pickup member forming part of said head is communicated with a source of vacuum to create a suction force at apertures formed in the member and engages the label and holds it to the head. A fluid pressure operated swing actuator rotates the label applying head to a label applying position and a wrap actuator is activated to drive the label support belt into wrapping engagement with an exterior surface of the container being labeled, thereby transferring the label from the support belt to the container.