A salt sensitive polymeric binder for use in fibrous webs, where the binder contains a copolymer incorporating the residue of vinyl acetate, a carboxylic acid, and a vinyl ester of a saturated aliphatic monocarboxylic acid having between 6 and 18 carbon atoms in the carboxylic acid moiety. The copolymer is neutralized at least to the extent that it is water soluble. The binders are particularly suitable for strengthening non-woven fibrous webs in disposable articles such as wet-wipes, personal care products, diapers, and the like.