diff --git a/reporter/base_reporter.go b/reporter/base_reporter.go
index 9bef0268a..60b0d5b1a 100644
--- a/reporter/base_reporter.go
+++ b/reporter/base_reporter.go
@@ -123,6 +123,7 @@ func (b *baseReporter) ReportTraceEvent(trace *libpf.Trace, meta *samples.TraceE
 		Timestamps: []uint64{uint64(meta.Timestamp)},
 		OffTimes:   []int64{meta.OffTime},
 		EnvVars:    meta.EnvVars,
+		Labels:     trace.CustomLabels,
 	}
 	return nil
 }
diff --git a/reporter/internal/pdata/generate.go b/reporter/internal/pdata/generate.go
index 7d583c70d..73d9f227c 100644
--- a/reporter/internal/pdata/generate.go
+++ b/reporter/internal/pdata/generate.go
@@ -251,6 +251,14 @@ func (p *Pdata) setProfile(
 				attribute.Key("process.environment_variable."+key),
 				value)
 		}
+		for key, value := range traceInfo.Labels {
+			// Once https://github.com/open-telemetry/semantic-conventions/issues/2561
+			// reached an agreement, use the actual OTel SemConv attribute.
+			attrMgr.AppendOptionalString(
+				sample.AttributeIndices(),
+				attribute.Key("process.context.label."+key),
+				value)
+		}
 
 		if p.ExtraSampleAttrProd != nil {
 			extra := p.ExtraSampleAttrProd.ExtraSampleAttrs(attrMgr, traceKey.ExtraMeta)
diff --git a/reporter/samples/samples.go b/reporter/samples/samples.go
index 9851986d6..838783cd4 100644
--- a/reporter/samples/samples.go
+++ b/reporter/samples/samples.go
@@ -27,6 +27,7 @@ type TraceEvents struct {
 	Timestamps []uint64 // in nanoseconds
 	OffTimes   []int64  // in nanoseconds
 	EnvVars    map[string]string
+	Labels     map[string]string
 }
 
 // TraceAndMetaKey is the deduplication key for samples. This **must always**