The invention relates to a device (1) for labeling individual products (2), comprising an advancing device (3) for transporting each product (2) in a transport direction (X), a label dispensing device (4) for dispensing a label, which can be removed from a material strip (5), from a discharge point (6) in a dispensing direction (S), and a label transporting device (7) with a movable label transporting means (8) for transporting the dispensed label (5) from a transfer region (9), where the dispensed label (5) is transferred to the label transporting mean (8), to a delivery point (10), where the label (5) is applied onto the respective product (2). The label transport means (8) has a surface (11) which is brought into contact with the label (5). The aim of the invention is to simplify the labeling of individual products (2) and apply the labels (5) as precisely as possible. According to the invention, this is achieved in that the device (1) additionally has a label aligning device (12) with a roller (13) which has a roller axis (14) that is parallel to the surface (11) of the label transporting means (8) and a lateral surface (15) that is arranged circumferentially about the roller axis (14). The roller (13) is arranged such that an imaginary straight line (G) running from the discharge point (6) in the dispensing direction (S) intersects the lateral surface (15). The invention further relates to a corresponding method for labeling individual products (2).