A record material useful for linerless labels, the record material comprising: i) a support having first and second surfaces; ii) a heat activated adhesive provided on the second surface of the support, wherein the adhesive is a film forming acrylic polymer latex emulsion, wherein the adhesive forms a layer which comprises in addition a plasticizer and tackifier, wherein the tackifier comprises from 15 to 65% of the total adhesive composition by weight, wherein the tackifier is selected from polyterpen resins, stypenated terpenes, terpene phenolics, lydroealin resins, polyvinyl cyclohexane, poly (t-butyl styrene), rosin esters, glycerol esters of rosins, or penta erythritol esters of rosin, the heat activated adhesive having substantially no tack at 23°C, 40% relative humidity with an applied pressure of 55.9 g/cm 2 however, the heat activated adhesive having a peel strength of at least 118 grams/cm (300 grams/inch) upon application of from 7 mJ/mm 2 to 13 mJ/mm 2 of heat energy; and iii) an ink receptive coating or a heat sensitive coating applied to the first surface of the support; wherein the peel strength is measured upon activation, the activated adhesive side placed against PPE film using a roller weighing 2.3 kg (5 lbs), the sample then tested for peel using a TMI Lab Master Release & Adhesion tester Model 80-91 at condition 762 cm (300 in) per minute, 90 degrees peel. i) a support having first and second surfaces; ii) a heat activated adhesive provided on the second surface of the support, wherein the adhesive is a film forming acrylic polymer latex emulsion, wherein the adhesive forms a layer which comprises in addition a plasticizer and tackifier, wherein the tackifier comprises from 15 to 65% of the total adhesive composition by weight, wherein the tackifier is selected from polyterpen resins, stypenated terpenes, terpene phenolics, lydroealin resins, polyvinyl cyclohexane, poly (t-butyl styrene), rosin esters, glycerol esters of rosins, or penta erythritol esters of rosin, the heat activated adhesive having substantially no tack at 23°C, 40% relative humidity with an applied pressure of 55.9 g/cm 2 however, the heat activated adhesive having a peel strength of at least 118 grams/cm (300 grams/inch) upon application of from 7 mJ/mm 2 to 13 mJ/mm 2 of heat energy; and wherein the adhesive is a film forming acrylic polymer latex emulsion, wherein the adhesive forms a layer which comprises in addition a plasticizer and tackifier, wherein the tackifier comprises from 15 to 65% of the total adhesive composition by weight, wherein the tackifier is selected from polyterpen resins, stypenated terpenes, terpene phenolics, lydroealin resins, polyvinyl cyclohexane, poly (t-butyl styrene), rosin esters, glycerol esters of rosins, or penta erythritol esters of rosin, the heat activated adhesive having substantially no tack at 23°C, 40% relative humidity with an applied pressure of 55.9 g/cm 2 however, the heat activated adhesive having a peel strength of at least 118 grams/cm (300 grams/inch) upon application of from 7 mJ/mm 2 to 13 mJ/mm 2 of heat energy; and iii) an ink receptive coating or a heat sensitive coating applied to the first surface of the support;