Labeling device

A labeling device with a conveying device having a drive unit for conveying a backing tape having a plurality of labels and a dispensing device for detaching the labels from the backing tape during the labeling of a plurality of containers to be labeled, wherein the backing tape having the labels is dispensed from a label roll and conveyed to the dispensing device and wherein, after detachment of the labels from the backing tape, the backing tape is rewound onto a backing tape roll, wherein the conveying device has roller units for supporting the label roll and the backing tape roll, wherein the roller units can each be driven in different directions of rotation and wherein the conveying direction of the backing tape can be clockwise or counterclockwise in order to label the containers in two different labeling directions through reversal of the rotation of the drive unit, wherein the roller units are designed equivalently and each roller unit has a mounting segment for mounting the label roll and the backing tape roll, wherein depending on the labeling direction of the containers to be labeled, the roller units can be connected to the label roll and the backing tape roll so that without modifying the roller units and depending on the labeling direction, the label roll is mounted for dispensing of the backing tape on one of the roller units and the backing tape roll is mounted respectively on the other roller unit.