The present invention provides an identification tag applicator (10) which comprises a tag application mechanism and a tag delivery mechanism adapted to deliver a plurality of successive tags to the application mechanism. The delivery mechanism comprises a delivery member (70) adapted to engage and force successive tags into the application mechanism, and a tag guide (50) adapted to guide the successive tags into the application mechanism under the action of the delivery member (70). The tag guide (50) has a first end (52) into which tags are loaded, a second end (54) from which the tags enter the application mechanism, and an internal guide surface (58, 60) adapted to guide and fold at least a first portion (102) of each tag relative to a second portion (104) of each tag as the tag progresses towards the second end (54) of the guide (50). A modified embodiment of the applicator, which may do without the tag delivery mechanism, is also provided.
