A method of de-inking cellulosic fibrous materials comprising: a. admixing an alkaline reagent selected from the group consisting of ammonium hydroxide and hydrogen peroxide and mixtures thereof with an aqueous suspension of inked cellulosic fibrous material such that they react at the ink particle/cellulosic fiber interfaces to dislodge ink particles from the cellulosic materials; and b. removing the dislodged ink particles from the aqueous suspension.