A method of applying a linerless label to an article in a continuous process wherein adhesive provided within a web of label material is protected by a water-soluble coating which is at least partially removed by exposure to water prior to application of a label and wherein the label web is weakened so that the cohesion established by the adhesive between an at least partially applied label and an article is sufficient to break the weakened boundary between the label and a following label when the article is moved with respect to the label web. The coating may be a polymer and may comprise a water activated adhesive. The coating may comprise tackifying agents which avoid blocking when label material is being wound. The adhesive may be pressure sensitive.
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