an improved laid - on labeler is designed for substantially increased operating speeds when compared to prior art systems . the labeler includes an articulating labeling arm with a label peel blade . the labeling arm is attached to a support structure at a pivot point immediately above and below which are a respective pair of deflecting idler rollers through which a continuous label web is fed . with the label web being supported at the pivot point of the labeling arm , torque on the labeling arm from starting and stopping the label web is minimized . the label web passes between a drive roller and respective nip rolls on both a pay - out and a take - up side which relieves differential tension on the label web as it passes over the peel blade , thus minimizing or eliminating tearing and breaking of the web as drive speeds increase . control is via a plc , which also controls a variety of optional features .