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<button 
 id="MyBtn1" 
 label="Button 1"
 imageMso="BevelShapeGallery"
 onAction="MyButtonCallbackOnAction"
 getShowLabel="MyButtonCallbackShowLabel"/>

Sub MyButtonCallbackShowLabel(control As IRibbonControl, ByRef showLabel)
    Select Case control.ID
        Case "MyBtn1"
            showLabel = False
    End Select
End Sub