Recommended term: Dozen label
Label used on packets containing (initially) twelve matchboxes. Now applies also for a labels on 10, 6 and even 3 boxes packets.
Usually an enlargement of the box label.
"A packet label intended to be affixed on a dozen packet - a packet containing several matchboxes. The term is derived from a packet containing a dozen (12) matchboxes but is also used to describe packets containing ten (10); a half-dozen (6); or three (3) matchboxes." (definition from the BML&BS site)
Equvivalent Russian term Этикетка пачечная
From collection of Stanislav Dmitriev