Abstract: A system for applying linerless labels to mailing items includes a label feeder for feeding a continuous length web of linerless label material from a supply roll through a loop path to a label applying station juxtaposed to the path traversed by mailing items conveyed on edge in sequential fashion by a belt conveyor. The label material passes through a web guide and advance assembly to a cutter station operative to sever the label material transversely and create labels of desired height. A paddle member is operative to engage and hold each successive label as it is being severed from the label material web generally simultaneously to adhere the adhesive side of the label against a mailing items passing through the label applying station. The various operating functions of the linerless label applying system may be coordinated by conventional control logic.