Abstract: In the method of applying glued labels to continuously advancing bottles or the like, wherein a pickup member is successively brought into contact with a glue applying means, the topmost label of a stack and a gripper carried by a cylinder for receiving the glued label and placing it on the bottle, the improvement which comprises folding over by 180.degree. that marginal area of each label which is later to be gripped by the gripper, folding being effected while the label is carried by the pickup member. This is accomplished by having the pickup member pick up the label in such manner that the forward marginal area is free. Two bending members are positioned between the stack of labels and the gripper and they successively act on the free marginal area of the label to bend it 90.degree. each time. Thus the gripper grabs the label where it is doubled and this reinforcement reduces the likelihood of tearing.