Thermally shrinkable films or labels having coated thereon a radiation curable adhesive; and a process for applying thermally shrinkable films or labels to containers comprising the steps of a) coating at least a portion of a thermally shrinkable but unshrunken film or label segment with a radiation curable adhesive; b) applying the film or label to the longitudinal surface of the container; c) subjecting the radiation curable adhesive to a radiation source to effect curing thereof and, d) subjecting the container to heat to shrink the film or label onto the container so as to permanently affix it thereto.