The new, patent pending, Photo-Reactive Adhesive Technology from Avery Dennison will be released at Labelexpo Americas 2016. Photo-Reactive Adhesive Technology allows both permanent and removable functions in one construction. The technology helps converters create labels for customized constructions that require both permanent and removable constructions, such as extended content promotional and seasonal labels. With Photo-Reactive Adhesive Technology, an adhesive can be transformed from permanent to removable by exposing the adhesive to the ultraviolet light. The permanent versus removable performance is controlled by printing a black graphic, or ‘shadow mask,’ on the backside of the liner. The adhesive is then irreversibly modified, simply by exposing it to a high-intensity ultraviolet light during conversion. The area under the mask remains permanent while the exposed area becomes removable. The Photo-Reactive process can be done on almost any press that has a UV station, without the need to qualify and use of deadeners to achieve removable performance.