Wallpaper painting primer - 123 stuff, what does it do?

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I see this recommended a lot for priming vinyl wallpaper before painting. Just wondering if it should be used every time or just for specific scenarios? I've seen vinyl wallpaper take Matt paint okay, just wondered what does the primer do that makes it better, or is it just a gimmick to sell more produce?
 
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I see this recommended a lot for priming vinyl wallpaper before painting. Just wondering if it should be used every time or just for specific scenarios? I've seen vinyl wallpaper take Matt paint okay, just wondered what does the primer do that makes it better, or is it just a gimmick to sell more produce?

Waterbased paints can reactivate the glue under the paper. In case of vinyl wallpaper it can lift the seams. I wouldn't expect the regular emulsion to permeate through the paper other than the seams.

A few years ago a regular customer wanted me to paint her non-vinyl paper. I got 5L of Zinsser BIN mixed to the colour she wanted and just used that. Two coats and the job was finished. The place stank of alcohol whilst the paint was wet, but the alcohol flashes off after a couple of hours and the finish is far more durable than any water based emulsion.
 
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Depends if paper has that plastic like coating over. Going over with emulsion may give trouble vs a primer that will stick.

If you strip paper gardz with neutralise paste
 

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