A wetness indicating adhesive composition comprising an adhesive base composition incorporating a fluorescing agent in the adhesive base composition that only fluoresces when wet, and not when dry. In one embodiment, the adhesive base composition may be composed of water soluble, or at least partially water soluble, components, and in another embodiment the adhesive base composition may be composed of water sensitive components as for example one or more water insoluble polymers and a surfactant. The fluorescing agent can either be dissolved or dispersed in the adhesive base composition, and is preferably a water soluble fluorescing agent that becomes visible under ultraviolet light only when an article such as a disposable diaper becomes wet.