A merchandise display hook (12) includes a pivoting label holder (30) and a label support arm (17) and a merchandise support arm (13) below the support arm. A transversely disposed cross bar (24) is secured to the support arm (17) spaced from the end (25) thereof. Bar (24) provides a pivot for the holder (30) and the end (25) provides a stop to limit rearward movement of holder (17). Bar (24) can be positioned to provide a slightly upward tilt for the holder. In one embodiment, outer end (18) of the support arm (17) is bent downwardly and bar (24) is welded to bent portion (18). In another embodiment, the arm (17) is straight and the bar (24) is welded to the upper surface thereof spaced from the end (125). A removable adaptor (23) alters the at-rest viewing angle of the holder (30). Also holder (130) can have a tapered slot (143) with an open end (74) to ensure unhindered downward rotation of holder (130).