The labeller, which was developed by Muller Martini and manufacturer Sitech, has been attached to a saddlestitcher at the company's Dublin site.

Last year, PrintWeek revealed that a weekly Yorkshire paper was claiming to be the first in the UK to feature a sticky voucher on its front page.

The Huddersfield Weekly News, published by Trinity Mirror, produced 50,000 copies of its paper with a peel-off voucher for food chain Subway on the cover.

And in December last year, 75,000 copies of free paper Metro in Ireland featured labels offering money off at department store Arnotts (see pictured).

Sticky labels have long been used in mainland Europe but seem to be beginning to make a breakthrough in the UK.

Traditionally, the front page of newspapers has been protected by journalists, who are unwilling to allow full adverts on them – particularly on national newspapers.

However, it is thought that a sticky label that can be attached to the front page, giving it the most prominent spot on the publication, but is able to be removed, may change the minds of some publishers and editors.

Word from Ireland indicates that the Arnotts trial was a success and several newspaper printers are said to be interested in purchasing similar label equipment.