To improve the reliability of an apparatus for ironing in a labeling loom by installing a specific coating layer on a guide surface of a guide unit.

This apparatus is obtained by arranging an air cylinder 20 just under a surface roller 15 and supporting an iron 19 so that the changeover to an ironing position indicated by a solid line and an evacuating position indicated by a chain line can be carried out. The iron 19 is arranged at the ironing position when carrying out the weaving and further arranged at the evacuating position when stopping the weaving. The surface roller 15 acts as an ironing stand for the iron 19. A coating layer 151 is formed on the peripheral surface of the surface roller 15 and the coating layer 151 is formed by thermally spraying a silicone-based heat-resistant polymeric resin thereon.