Continuous motion label transferring apparatus includes a non-stick surface between a peel point and a pinch point. A label unwinder continuously passes a first web along a path towards the pinch point. The first web includes a series of spaced labels having pressure sensitive self-adhesive on a surface to which a liner of release material is releasably attached. As the release liner travels around the peel point, the labels continue to move toward the pinch point, passing over the nonstick surface as they approach the pinch point. A target mover passes a succession of spaced targets through the pinch point adjacent the self-adhesive surface of the labels, so that the labels are individually adhered to the targets. A control system for the label unwinder monitors the target mover, and synchronizes the labels and targets in a desired manner. The distance between the peel point and the pinch point is set so that the labels can be fed continuously into the pinch point in registration with the targets.