Abstract: In a device for the automatic labelling of objects moved past the device, a ribbon carrying self-adhesive labels in a spaced relationship is pulled in a stepwise manner from a pull-off roll over a dispensing edge to a take-up roll. The advancing mechanism for the ribbon contains a ribbon clamping device which moves back and forth. In the normal case, the advance of the ribbon is controlled by a sensing device responding to control markings on the label ribbon and, in the case individual control markings are missing, the advance is controlled through a limit switch actuated by the mobile ribbon clamping device. A step-up gear unit is arranged between the pull-off roll and the take-up roll and a slipping clutch ensures an especially simple and effective drive of the take-up roll and the generation of the required ribbon tension.