We consider generalized Morrey spaces M p(·),ω ( ) with variable exponent p(x) and a general function ω(x, r) defining the Morrey-type norm. In case of bounded sets ⊂ R n we prove the boundedness of the Hardy-Littlewood maximal operator and Calderon-Zygmund singular operators with standard kernel, in such spaces. We also prove a Sobolev-Adams type, also of variable order. The conditions for the boundedness are given it terms of Zygmund-type integral inequalities on ω(x, r), which do not assume any assumption on monotonicity of ω(x, r) in r.