At least one guide roller is provided for guiding a moving cable or conduit. At least one tamping device comprising at least one tamping pad is provided for applying at least one label onto the moving cable or conduit. A guide shoe assembly comprising at least one guide shoe is provided for pressing the at least one label directly against at least one side of the moving cable or conduit. A method for applying labels is also provided. A method comprising guiding a cable or conduit to a labeling unit with a set of guide rollers, affixing a label to the cable or conduit with at least one tamping device, and pressing the label against at least one side of the cable or conduit using at least one guide shoe.