The invention relates to a device for applying a decoration to containers such as, for example, crates, bottles or cans. The decoration comprises an image transfer label supplied to the containers on a carrier strip. The carrier strip is pressed laterally, by means of a pressure roller, against the containers, which are fed past the pressure roller. A heating device, such as, preferably, a hot air blower, heats the image transfer label on the application side of the carrier strip. Preferably, a flat stream of air is blown, by the hot air blower, against the line of contact between the image transfer label and the container. As a result of the use of highly local heating of the application side of the carrier strip according to the present invention, activation of the image transfer label is obtained without the carrier strip or the surface of the container being heated to a substantial extent. As a result, undesired stretch in the carrier strip is prevented and the temperature of the image transfer label can remain relatively low, so that the quality of the inks is retained and complete transfer to the containers is possible. The pressure roller is also able to operate at relatively low temperatures, so that a long life thereof is obtained. As a result of the highly local heating on the application side, the contact time required for transfer of the image transfer label is reduced substantially, so that a high throughput is possible.