A hot melt pressure sensitive adhesive comprising a) from about 15% to about 30% by weight of a linear styrene-ethylene/butylene-styrene copolymer having a styrene content from about 15% to about 35% by weight and a coupling efficiency of less than about 75%; b) from about 20% to about 50% by weight of a tackifying resin selected from the group consisting of those tackifying resins having a softening point of less than about 100.degree. C.; c) from about 30% to about 50% by weight of a plasticizing oil; and d) up to about 15% of a compatible polymer wherein the total polymer content does not exceed 30% by weight of the adhesive wherein the hot melt pressure sensitive adhesive fails cohesively during use.