diff --git a/mac/label.py b/mac/label.py
index e58799d..c54562a 100644
--- a/mac/label.py
+++ b/mac/label.py
@@ -50,7 +50,7 @@ PROFILES = {
     # nearly two labels per feed and looked exactly like a chip that would not stop at the
     # antenna. gap=0 on purpose: the inlay fills most of the label and blinds the optical gap
     # sensor, so the printer positions by pitch. Proven with a real print-test on this roll.
-    'rfid65': dict(web_mm=65, pitch_mm=35, art_mm=(64, 34), gap_mm=0, margin_mm=1.5),
+    'rfid65': dict(web_mm=65, pitch_mm=35, art_mm=(64, 34), gap_mm=0, margin_mm=1.5, rotate=False),
 }
 DEFAULT_PROFILE = 'large'
 
@@ -184,7 +184,7 @@ def render_art(fields, prof):
     return img
 
 
-def render(fields, prof=None, rotate=True):
+def render(fields, prof=None, rotate=None):
     """Full media-sized bitmap, design centred and oriented for the print head.
 
     rotate=True  (Urovo)  the 24 mm web feeds narrow-edge-first, so the landscape
@@ -195,12 +195,24 @@ def render(fields, prof=None, rotate=True):
     prof = prof or profile()
     dpmm = prof.get('dpmm', DPMM)
     art = render_art(fields, prof)
+    # A profile may say it feeds landscape already. The 65 x 35 UHF roll does: 65 is the WEB,
+    # so the 64 x 34 design sits across it unrotated. Rotating it (the default, right for the
+    # 24 mm narrow stock) ran the design ALONG a 35 mm label -- printed sideways and clipped
+    # after ~35 mm. Seen on the bench. Only an explicit rotate=... argument overrides it.
+    if rotate is None:
+        rotate = prof.get('rotate', True)
     if rotate:
         # ROTATE_270 == 90 degrees clockwise, matching TSPL's rotation sense and the
         # orientation confirmed on the bench.
         art = art.transpose(Image.ROTATE_270)
         cw, ch = mm(prof['web_mm'], dpmm), mm(prof['pitch_mm'], dpmm)
+    elif 'rotate' in prof:
+        # Unrotated ON A LABEL PRINTER: the canvas is still the media, web x pitch, so the
+        # printer gets a full-label bitmap with the design centred -- not an art-sized one.
+        cw, ch = mm(prof['web_mm'], dpmm), mm(prof['pitch_mm'], dpmm)
     else:
+        # Unrotated for the Dymo path (rotate=False passed explicitly): the head is wider than
+        # the label, so the canvas is the design itself. Unchanged.
         cw, ch = mm(prof['art_mm'][0], dpmm), mm(prof['art_mm'][1], dpmm)
     canvas = Image.new('1', (cw + (-cw % 8), ch), 1)
     canvas.paste(art, (max(0, (canvas.width - art.width) // 2),