This invention relates to application of labels from a supply of labels which are defined in sheet material and in which adjacent labels are joined together by a line of weakening to form a continuous label supply. The label sheet material is provided with a layer of adhesive which contacts with a backing layer to form the label supply. The leading label is provided with a leading edge portion detached from the backing layer from application at an application point to an article and the article and label feed movement are controlled such that the remainder of the label can be detached from the backing layer, and the line of weakening broken effectively and accurately and without the need for the sheet material of the label supply and/or backing layer to have a thickness to provide the level of rigidity or stiffness of the material which is conventionally required, thereby reducing material usage and wastage.