A dispensing device for adhesive labels, comprising a holder, a roll made from strip material comprising a carrier and adhesive labels adhered to the carrier. The holder made from plastic material and comprises adjacent holder sections connected with each other via at least one elastic hinge and joined on the opposite side by fixing means, such as ‘click’ fixing means. The holder forming a dispensing slot for the adhesive labels and an extended first curved guide for the strip material located between the roll and the dispensing slot. A second curved guide extends out next to the first curved guide. A transition point close to the dispensing slot between both curved guides such that the carrier is guided via both guides and the transition point in such a way that the transition point the adhesive labels are released from the carrier.