The invention relates to a method of handling a web-like labelling material in an automated labelling process, comprising a) feeding a succession of labels (L) at an input station (1001); and b) conveying the labels (L) along a circular label path from the input station (1001) to an application station (1002) located at a first angular distance (α 1 ) from the input station (1001) as measured about an axis (A), at the application station (1002) means being provided for applying the labels (L) onto respective articles (C) fed, in succession, to the application station (1002); the method further comprising the step of c) selectively conveying the labels (L) along the circular label path past the application station (1002) and to a discarding station (1003) located at a second angular distance (α 2 ) from the input station (1001) as measured about an axis (A), the second angular distance (α 2 ) being greater than the first angular distance (α 1 ).