Process for producing a pressure-sensitive adhesive which comprises expanded microballoons, wherein the constituents for forming the adhesive and the unexpanded microballoons are mixed in a first mixing assembly and heated to the expansion temperature of the microballoons under superatmospheric pressure, the microballoons are expanded on exit from the mixing assembly, the adhesive mixture together with the expanded microballoons is shaped to a layer in a roll applicator in which expanded microballoons which have broken through the surface are pressed into the layer surface, and the adhesive mixture together with the expanded microballoons is optionally applied to a weblike backing material or release material.