Abstract: This invention provides a method and apparatus for automatically and successively applying thermoshrinkable tubular labels, cap seals or the like to the outer circumferential surfaces of bottles and other containers.A thermoshrinkable web 1in a flat condition is fed by feed rollers 11, 11 intermittently a predetermined length, and after the pleats 3, 3 at the opposite lateral edges of the web have been smoothed out and spaces 4, 4 have been formed in the web along the lateral edges, the web is fed onto the wedge-shaped upper portion 15 of an insertion guide 14 and cut by cutting means into a required length. The cut tubular label 1 is intermittently fed by feed belts 21, 21 from the wedge-shaped portion 15 of the insertion guide 14 onto the lower portion thereof having substantially the same shape in transverse section as a container 20, and after having been reformed into substantially the same shape in transverse section as the container 20, the tubular label is applied to the container 20.