A label application system and method for applying a label to a package travelling on a conveyor along a conveying path includes: an applicator apparatus which is operable to move a label into contact with a package, a control system, which controls operation of the applicator apparatus, and a sensor system operable to detect an edge of the package, a distance from a reference point to the package, and the speed at which the package is travelling, wherein the control system is operable to receive and process the data from the sensor system relating to the package and initiate operation of the applicator apparatus such that the label is applied to the package in a desired position as the package moves in a direction of travel.