PURPOSE: To obtain the subject adhesive, capable of providing a dried film in a matte state without impairing transparency by adding colloidal silica to a resin emulsion having a specific particle size.

CONSTITUTION: The objective adhesive is obtained by blending (A) 100 pts.wt. resin emulsion composed of an aqueous emulsion of a vinyl acetate-based resin such as preferably polyvinyl acetate, vinyl acetate/ethylene copolymer or vinyl acetate/ (meth)acrylic acid ester copolymer having ≤5μm (preferably ≤1μm) average particle size with (B) normally 2-20 pts. wt. colloidal silica having normally ≤100nm (especially preferably ≤20nm) particle size.