electric stepping motor 4 which drives transport rolls 8 9 via a driving belt 7 to advance a label tape 6 coming from a supply drum 5 disposed outside housing 3 the adjusting data required for correct label feed namely the length of the labels used and the distance between the reading marks provided thereon and the leading edge of the label are given to a programmable electronic control means the latter can be housed also in housing 3 or outside label dispenser 1 as indicated by reference number 17 the reading marks are detected by a light sensor 10 of the known type mounted in stationary fashion in housing 3 in the area of the right hand lower corner of housing 3 one can also see a folding means 11 in fig1 cf also fig2 in which the labels which are fed in metered fashion by transport rolls 8 9 in accordance with the programmed adjusting data are cut possibly after being folded off label tape 6 by a knife 12 and then transferred to waiting gripper gz of feed means z the reading beam of light sensor 10 is fixed at a set distance a from the blade of knife 12 thanks to the inventive arrangement one can dispense with the time consuming adjustment of stops to preset a changed label length and with an exact orientation of light sensor 10 to a new reading mark before each use of a different type of label although the reading mark is already ascertained by light sensor 10 during the label transport the control means first has the programmed advance covered and then automatically triggers the further functional steps necessary another enlarged view of folding means 11 can be seen in fig2 under knife 12 there.