diff --git a/build/release/Makefile b/build/release/Makefile
index 99928ef02..9ed9bbf86 100644
--- a/build/release/Makefile
+++ b/build/release/Makefile
@@ -51,7 +51,14 @@ PLATFORMS ?= $(ALL_PLATFORMS)
 
 # "helm" flavor is for pushing to s3/https endpoint
 # "charts" flavor is for pushing to oci endpoint
-FLAVORS ?= output images docs helm charts
+FLAVORS ?= output images helm charts
+
+# Only publish the docs if in master branch or if this is a tagged release.
+ifeq ($(shell echo $(BRANCH_NAME)),master)
+FLAVORS += docs
+else ifeq ($(TAGGED_RELEASE),true)
+FLAVORS += docs
+endif
 
 DOCKER_REGISTRY ?= docker.io/rook
 QUAY_REGISTRY ?= quay.io/rook