diff --git a/README.md b/README.md
index 8393c93..8757277 100644
--- a/README.md
+++ b/README.md
@@ -39,14 +39,14 @@ broker = AioPikaBroker(
 )
 ```
 
-After that you have to specify delay label. You can do it with `task` decorator, or by using kicker.
+After that you have to specify x_delay label. You can do it with `task` decorator, or by using kicker.
 
 In this type of delay we are using additional queue with `expiration` parameter. After declared time message will be deleted from `delay` queue and sent to the main queue. For example:
 
 ```python
 broker = AioPikaBroker(...)
 
-@broker.task(delay=3)
+@broker.task(x_delay=3)
 async def delayed_task() -> int:
     return 1
 
@@ -57,11 +57,11 @@ async def main():
     await delayed_task.kiq()
 
     # This message is going to be received after the delay in 4 seconds.
-    # Since we overridden the `delay` label using kicker.
-    await delayed_task.kicker().with_labels(delay=4).kiq()
+    # Since we overridden the `x_delay` label using kicker.
+    await delayed_task.kicker().with_labels(x_delay=4).kiq()
 
     # This message is going to be send immediately. Since we deleted the label.
-    await delayed_task.kicker().with_labels(delay=None).kiq()
+    await delayed_task.kicker().with_labels(x_delay=None).kiq()
 
     # Of course the delay is managed by rabbitmq, so you don't
     # have to wait delay period before message is going to be sent.
@@ -80,7 +80,7 @@ broker = AioPikaBroker(
     delayed_message_exchange_plugin=True,
 )
 
-@broker.task(delay=3)
+@broker.task(x_delay=3)
 async def delayed_task() -> int:
     return 1
 
@@ -91,8 +91,8 @@ async def main():
     await delayed_task.kiq()
 
     # This message is going to be received after the delay in 4 seconds.
-    # Since we overridden the `delay` label using kicker.
-    await delayed_task.kicker().with_labels(delay=4).kiq()
+    # Since we overridden the `x_delay` label using kicker.
+    await delayed_task.kicker().with_labels(x_delay=4).kiq()
 ```
 
 ## Priorities
diff --git a/examples/delayed_task.py b/examples/delayed_task.py
index c91f056..70111ed 100644
--- a/examples/delayed_task.py
+++ b/examples/delayed_task.py
@@ -25,7 +25,7 @@ async def add_one(value: int) -> int:
 async def main() -> None:
     await broker.startup()
     # Send the task to the broker.
-    task = await add_one.kicker().with_labels(delay=2).kiq(1)
+    task = await add_one.kicker().with_labels(x_delay=2).kiq(1)
     print("Task sent with 2 seconds delay.")
     # Wait for the result.
     result = await task.wait_result(timeout=3)
diff --git a/taskiq_aio_pika/broker.py b/taskiq_aio_pika/broker.py
index 0cc9601..70377a2 100644
--- a/taskiq_aio_pika/broker.py
+++ b/taskiq_aio_pika/broker.py
@@ -370,7 +370,7 @@ async def kick(self, message: BrokerMessage) -> None:
             delivery_mode=DeliveryMode.PERSISTENT,
             priority=priority,
         )
-        delay = parse_val(float, message.labels.get("delay"))
+        x_delay = parse_val(float, message.labels.get("x_delay"))
 
         if len(self._task_queues) == 1:
             routing_key_name = (
@@ -392,20 +392,20 @@ async def kick(self, message: BrokerMessage) -> None:
                     f"Check routing keys and queue names in broker queues.",
                 )
 
-        if delay is None:
+        if x_delay is None:
             exchange = await self.write_channel.get_exchange(
                 self._exchange.name,
                 ensure=False,
             )
             await exchange.publish(rmq_message, routing_key=routing_key_name)
         elif self._delayed_message_exchange_plugin:
-            rmq_message.headers["x-delay"] = int(delay * 1000)
+            rmq_message.headers["x-delay"] = int(x_delay * 1000)
             exchange = await self.write_channel.get_exchange(
                 self._delayed_message_exchange.name,
             )
             await exchange.publish(rmq_message, routing_key=routing_key_name)
         elif self._delay_queue:
-            rmq_message.expiration = timedelta(seconds=delay)
+            rmq_message.expiration = timedelta(seconds=x_delay)
             await self.write_channel.default_exchange.publish(
                 rmq_message,
                 routing_key=self._delay_queue.routing_key or self._delay_queue.name,
diff --git a/tests/test_delay.py b/tests/test_delay.py
index 2c8b62f..c010fd0 100644
--- a/tests/test_delay.py
+++ b/tests/test_delay.py
@@ -20,7 +20,7 @@ async def test_when_delayed_message_queue_exists__then_send_with_delay_must_work
         task_id="1",
         task_name="name",
         message=b"message",
-        labels={"delay": "2"},
+        labels={"x_delay": "2"},
     )
     await broker.kick(broker_msg)
 
diff --git a/tests/test_delay_with_plugin.py b/tests/test_delay_with_plugin.py
index 9206450..9611ea0 100644
--- a/tests/test_delay_with_plugin.py
+++ b/tests/test_delay_with_plugin.py
@@ -19,7 +19,7 @@ async def test_when_delayed_message_plugin_enabled__then_send_with_delay_must_wo
         task_id="1",
         task_name="name",
         message=b"message",
-        labels={"delay": "2"},
+        labels={"x_delay": "2"},
     )
 
     # when & then