There is described a labeling machine for dispensing labels derivable from a web travelling along a feed path and applying them to articles travelling along an article path. The machine includes a web supply reel; a dispenser to unwind the web off the supply reel and for feeding the web towards an affixing station of the labeling machine, at which the labels are sequentially applied to the articles sequentially arriving thereat. The dispenser including a driver to control the advancement along the feed path of the web from which labels are derivable in accordance with the advancement along the article path of the articles to which the labels are to be applied; and a web tension control selectively actuatable to exert on the supply reel a torque directed against the unwinding sense of the web.