Disclosed is an identification tag applicator (10) for tagging articles, animals and objects. The disclosure notes that existing tag applicators use a significant amount of available hand movement to squeeze the trigger of the applicator leaving little hand movement to generate the force required to push a pin of a tag through an animal&rsquo；s appendage and/or locking aperture. The identification tag applicator (10) comprises a tag application mechanism and a tag delivery mechanism. The tag delivery mechanism is adapted to deliver a plurality of successive tags (100) to the application mechanism. The delivery mechanism comprises a delivery member and a tag guide (50). The delivery mechanism is adapted to engage and force successive tags (100) into the application mechanism. The tag guide (50) is adapted to guide the successive tags (100) into the application mechanism under the action of the delivery member. Tags (100) are loaded into a first end (52) of the tag guide (50). Tags (100) enter the application mechanism from a second end (54) of the tag guide (50). An internal guide surface of the tag guide (50) guides and folds at least a first portion of each tag (100) relative to a second portion of each tag (100) as the tag (100) progresses to the second end (54) of the tag guide (50). The tag guide (50) further comprises a cover member having a free end and a fixed end attached to the guide surface. A first guide slot is defined between the free end of the cover member and the guide surface.
