Fingers shooting across vinyl as it comes off roll

[Dr12volt1338 116]

I am assuming this is from the cheap vinyl I am using but as it unrolls I am getting a finger where the vinyl is coming off of the backing material any suggestions???

[firemalt 10]

It's called "tunneling"... it could be because it's cheap vinyl, old vinyl, or rolled to tightly(not rolled on a 3" cardboard tube).