A labelling machine comprises a supply spool support for supporting a supply spool comprising label stock; a take-up spool support adapted to take up a portion of the label stock; a motive device configured to propel the label stock along a web path from the supply spool support towards the take up spool support; a first arrangement configured to produce a first signal indicative of a speed at which label stock is removed from the supply spool by the motive device; a controller configured to receive the first signal and output a brake assembly control signal based upon the first signal; and a brake assembly configured to apply a braking force to the supply spool support based upon the brake assembly control signal, the braking force resisting rotation of the supply spool support. The controller is configured to output the brake assembly control signal based upon a target supply spool speed.