diff --git a/Makefile b/Makefile
index 3d4ca10c..cbbd0f83 100644
--- a/Makefile
+++ b/Makefile
@@ -111,7 +111,9 @@ tests: $(COVER_EXE)
 $(PUBLISH): publish_%: $(IMAGES_UPTODATE)
 	$(SUDO) docker tag -f $(DOCKERHUB_USER)/$* $(DOCKERHUB_USER)/$*:$(WEAVE_VERSION)
 	$(SUDO) docker push   $(DOCKERHUB_USER)/$*:$(WEAVE_VERSION)
+ifneq ($(UPDATE_LATEST),false)
 	$(SUDO) docker push   $(DOCKERHUB_USER)/$*:latest
+endif
 
 publish: $(PUBLISH)