A labelling system for automatically sticking a label bearing a message or an advertisement, in sequence, on an article (2) to be sticked such as a post card or a piece of paper, which comprises a feeding apparatus (1,3,5) for feeding a plurality of articles (2) to be sticked, in an erected condition and in order, to a predetermined sticking position, and an automatic sticking apparatus (7) for automatically sticking the fed label on each article (2) at the aforesaid sticking position.