A label marking apparatus suitable for use with a label substrate comprising colour change material operable to change colour in response to controlled exposure to laser light, the apparatus comprising a label supply for retaining and supplying the label substrate, transport means for transporting the label substrate from the supply to a marking zone, a marking head operable to emit laser light so as mark a desired image in the colour change material of the label substrate as it is transported through the marking zone and at least one roller to cool the label substrate, where the roller surface is adapted to absorb, diffuse or deflect incident light. In an alternate embodiment, a cooling block is provided, which comprises a facing surface provided with one or more slits in the marking zone, the slits aligned with the light emitted from the marking head.
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