Apparatus for applying a label to a package

An adhesive coated label is adhibited to a package by first adhering only one edge of the label to the package to positionally secure the label and then applying an even pressure to the surface of the label progressively from one side in order to effect a uniform bond between the label and package. When a heat activated type adhesive is used the label is heated by a radiant type heater prior to the application of pressure. The continuous movement of the package through a radiant heater is effective to provide a complete and even activation of the adhesive coating. Assemblies capable of affixing one or more labels to a continuously moving package or affixing one label to a plurality of consecutive sides of a package are also disclosed.