diff --git a/.gitignore b/.gitignore
index 7aaeea90..e488f949 100644
--- a/.gitignore
+++ b/.gitignore
@@ -2,6 +2,7 @@
 deployment.yml
 .test_env.sh
 cmd/keel/release
+cmd/keel/keel
 hack/deployment-norbac.yaml
 hack/deployment-rbac.yaml
 hack/deployment-norbac-helm.yaml
diff --git a/internal/policy/policy.go b/internal/policy/policy.go
index 7bbfacde..eacfd240 100644
--- a/internal/policy/policy.go
+++ b/internal/policy/policy.go
@@ -35,7 +35,7 @@ func GetPolicyFromLabelsOrAnnotations(labels map[string]string, annotations map[
 
 	policyNameA, ok := getPolicyFromLabels(annotations)
 	if ok {
-		return GetPolicy(policyNameA, &Options{MatchTag: getMatchTag(annotations)})
+		return GetPolicy(policyNameA, &Options{MatchTag: getMatchTag(annotations), MatchPreRelease: getMatchPreRelease(annotations)})
 	}
 
 	policyNameL, ok := getPolicyFromLabels(labels)
@@ -43,12 +43,13 @@ func GetPolicyFromLabelsOrAnnotations(labels map[string]string, annotations map[
 		return &NilPolicy{}
 	}
 
-	return GetPolicy(policyNameL, &Options{MatchTag: getMatchTag(labels)})
+	return GetPolicy(policyNameL, &Options{MatchTag: getMatchTag(labels), MatchPreRelease: getMatchPreRelease(labels)})
 }
 
 // Options - additional options when parsing policy
 type Options struct {
-	MatchTag bool
+	MatchTag        bool
+	MatchPreRelease bool
 }
 
 // GetPolicy - policy getter used by Helm config
@@ -79,7 +80,7 @@ func GetPolicy(policyName string, options *Options) Policy {
 
 	switch policyName {
 	case "all", "major", "minor", "patch":
-		return ParseSemverPolicy(policyName)
+		return ParseSemverPolicy(policyName, options.MatchPreRelease)
 	case "force":
 		return NewForcePolicy(options.MatchTag)
 	case "", "never":
@@ -92,16 +93,16 @@ func GetPolicy(policyName string, options *Options) Policy {
 }
 
 // ParseSemverPolicy - parse policy type
-func ParseSemverPolicy(policy string) Policy {
+func ParseSemverPolicy(policy string, matchPreRelease bool) Policy {
 	switch policy {
 	case "all":
-		return NewSemverPolicy(SemverPolicyTypeAll)
+		return NewSemverPolicy(SemverPolicyTypeAll, matchPreRelease)
 	case "major":
-		return NewSemverPolicy(SemverPolicyTypeMajor)
+		return NewSemverPolicy(SemverPolicyTypeMajor, matchPreRelease)
 	case "minor":
-		return NewSemverPolicy(SemverPolicyTypeMinor)
+		return NewSemverPolicy(SemverPolicyTypeMinor, matchPreRelease)
 	case "patch":
-		return NewSemverPolicy(SemverPolicyTypePatch)
+		return NewSemverPolicy(SemverPolicyTypePatch, matchPreRelease)
 	// case "force":
 	// 	return PolicyTypeForce
 	default:
@@ -130,3 +131,13 @@ func getMatchTag(labels map[string]string) bool {
 
 	return false
 }
+
+func getMatchPreRelease(labels map[string]string) bool {
+	mt, ok := labels[types.KeelMatchPreReleaseAnnotation]
+	if ok {
+		return mt == "true"
+	}
+
+	// Default to true for backward compatibility
+	return true
+}
diff --git a/internal/policy/policy_test.go b/internal/policy/policy_test.go
index 477f024c..f9f9d93e 100644
--- a/internal/policy/policy_test.go
+++ b/internal/policy/policy_test.go
@@ -70,7 +70,7 @@ func TestGetPolicy(t *testing.T) {
 		{
 			name: "patch",
 			args: args{policyName: "patch", options: &Options{}},
-			want: NewSemverPolicy(SemverPolicyTypePatch),
+			want: NewSemverPolicy(SemverPolicyTypePatch, false),
 		},
 		{
 			name: "glob:foo-*",
@@ -108,15 +108,34 @@ func TestGetPolicyFromLabelsOrAnnotations(t *testing.T) {
 				labels:      map[string]string{"foo": "bar"},
 				annotations: map[string]string{types.KeelPolicyLabel: "all"},
 			},
-			want: NewSemverPolicy(SemverPolicyTypeAll),
+			want: NewSemverPolicy(SemverPolicyTypeAll, true),
 		},
 		{
-			name: "annotations overides labels",
+			name: "annotations overrides labels",
 			args: args{
-				labels:      map[string]string{types.KeelPolicyLabel: "patch"},
+				// The "annotations overrides labels" can be quite mis-leading for end-users (here the default value of MatchPreRelease)
+				// is taken from the annotations section, along with the policy...
+				// Shouldn't we rather merge both labels and annotations, with priority given to annotation (and a warning)?
+				labels:      map[string]string{types.KeelPolicyLabel: "patch", types.KeelMatchPreReleaseAnnotation: "false"},
 				annotations: map[string]string{types.KeelPolicyLabel: "all"},
 			},
-			want: NewSemverPolicy(SemverPolicyTypeAll),
+			want: NewSemverPolicy(SemverPolicyTypeAll, true),
+		},
+		{
+			name: "label matchPreRelease set to false",
+			args: args{
+				labels:      map[string]string{types.KeelPolicyLabel: "minor", types.KeelMatchPreReleaseAnnotation: "false"},
+				annotations: map[string]string{"foo": "bar"},
+			},
+			want: NewSemverPolicy(SemverPolicyTypeMinor, false),
+		},
+		{
+			name: "annotation matchPreRelease set to false",
+			args: args{
+				labels:      map[string]string{"foo": "bar"},
+				annotations: map[string]string{types.KeelPolicyLabel: "minor", types.KeelMatchPreReleaseAnnotation: "false"},
+			},
+			want: NewSemverPolicy(SemverPolicyTypeMinor, false),
 		},
 	}
 	for _, tt := range tests {
diff --git a/internal/policy/semver.go b/internal/policy/semver.go
index a9743182..50f65cd5 100644
--- a/internal/policy/semver.go
+++ b/internal/policy/semver.go
@@ -41,18 +41,20 @@ func (t SemverPolicyType) String() string {
 	}
 }
 
-func NewSemverPolicy(spt SemverPolicyType) *SemverPolicy {
+func NewSemverPolicy(spt SemverPolicyType, matchPreRelease bool) *SemverPolicy {
 	return &SemverPolicy{
-		spt: spt,
+		spt:             spt,
+		matchPreRelease: matchPreRelease,
 	}
 }
 
 type SemverPolicy struct {
-	spt SemverPolicyType
+	spt             SemverPolicyType
+	matchPreRelease bool
 }
 
 func (sp *SemverPolicy) ShouldUpdate(current, new string) (bool, error) {
-	return shouldUpdate(sp.spt, current, new)
+	return shouldUpdate(sp.spt, sp.matchPreRelease, current, new)
 }
 
 func (sp *SemverPolicy) Name() string {
@@ -61,7 +63,7 @@ func (sp *SemverPolicy) Name() string {
 
 func (sp *SemverPolicy) Type() PolicyType { return PolicyTypeSemver }
 
-func shouldUpdate(spt SemverPolicyType, current, new string) (bool, error) {
+func shouldUpdate(spt SemverPolicyType, matchPreRelease bool, current, new string) (bool, error) {
 	if current == "latest" {
 		return true, nil
 	}
@@ -81,7 +83,10 @@ func shouldUpdate(spt SemverPolicyType, current, new string) (bool, error) {
 		return false, fmt.Errorf("failed to parse new version: %s", err)
 	}
 
-	if currentVersion.Prerelease() != newVersion.Prerelease() && spt != SemverPolicyTypeAll {
+	// Do not enforce pre-release match when either:
+	// - All policy
+	// - matchPreRelease set to false
+	if currentVersion.Prerelease() != newVersion.Prerelease() && spt != SemverPolicyTypeAll && matchPreRelease {
 		return false, nil
 	}
 
diff --git a/internal/policy/semver_test.go b/internal/policy/semver_test.go
index 626811e3..5222050f 100644
--- a/internal/policy/semver_test.go
+++ b/internal/policy/semver_test.go
@@ -6,9 +6,10 @@ import (
 
 func Test_shouldUpdate(t *testing.T) {
 	type args struct {
-		spt     SemverPolicyType
-		current string
-		new     string
+		spt             SemverPolicyType
+		current         string
+		new             string
+		preReleaseMatch bool
 	}
 	tests := []struct {
 		name    string
@@ -129,9 +130,10 @@ func Test_shouldUpdate(t *testing.T) {
 		{
 			name: "prerelease patch increase, policy minor, no prerelease",
 			args: args{
-				current: "1.4.5",
-				new:     "1.4.5-xx",
-				spt:     SemverPolicyTypeMinor,
+				current:         "1.4.5",
+				new:             "1.4.5-xx",
+				spt:             SemverPolicyTypeMinor,
+				preReleaseMatch: true,
 			},
 			want:    false,
 			wantErr: false,
@@ -139,9 +141,10 @@ func Test_shouldUpdate(t *testing.T) {
 		{
 			name: "parsed prerelease patch increase, policy minor, no prerelease",
 			args: args{
-				current: "v1.0.0",
-				new:     "v1.0.1-metadata",
-				spt:     SemverPolicyTypeMinor,
+				current:         "v1.0.0",
+				new:             "v1.0.1-metadata",
+				spt:             SemverPolicyTypeMinor,
+				preReleaseMatch: true,
 			},
 			want:    false,
 			wantErr: false,
@@ -149,9 +152,10 @@ func Test_shouldUpdate(t *testing.T) {
 		{
 			name: "parsed prerelease minor increase, policy minor, both have metadata",
 			args: args{
-				current: "v1.0.0-metadata",
-				new:     "v1.0.1-metadata",
-				spt:     SemverPolicyTypeMinor,
+				current:         "v1.0.0-metadata",
+				new:             "v1.0.1-metadata",
+				spt:             SemverPolicyTypeMinor,
+				preReleaseMatch: true,
 			},
 			want:    true,
 			wantErr: false,
@@ -159,9 +163,10 @@ func Test_shouldUpdate(t *testing.T) {
 		{
 			name: "prerelease patch increase, policy minor",
 			args: args{
-				current: "1.4.5-xx",
-				new:     "1.4.6-xx",
-				spt:     SemverPolicyTypeMinor,
+				current:         "1.4.5-xx",
+				new:             "1.4.6-xx",
+				spt:             SemverPolicyTypeMinor,
+				preReleaseMatch: true,
 			},
 			want:    true,
 			wantErr: false,
@@ -169,9 +174,10 @@ func Test_shouldUpdate(t *testing.T) {
 		{
 			name: "patch increase, policy minor, wrong prerelease",
 			args: args{
-				current: "1.4.5-xx",
-				new:     "1.4.6-yy",
-				spt:     SemverPolicyTypeMinor,
+				current:         "1.4.5-xx",
+				new:             "1.4.6-yy",
+				spt:             SemverPolicyTypeMinor,
+				preReleaseMatch: true,
 			},
 			want:    false,
 			wantErr: false,
@@ -186,10 +192,31 @@ func Test_shouldUpdate(t *testing.T) {
 			want:    false,
 			wantErr: true,
 		},
+		{
+			name: "pre-release increase, policy All",
+			args: args{
+				current: "1.4.5-xx",
+				new:     "1.4.5-yy",
+				spt:     SemverPolicyTypeAll,
+			},
+			want:    true,
+			wantErr: false,
+		},
+		{
+			name: "pre-release increase, policy Patch, do NOT match on pre-release",
+			args: args{
+				current:         "1.4.5-xx",
+				new:             "1.4.5-yy",
+				spt:             SemverPolicyTypePatch,
+				preReleaseMatch: false,
+			},
+			want:    true,
+			wantErr: false,
+		},
 	}
 	for _, tt := range tests {
 		t.Run(tt.name, func(t *testing.T) {
-			got, err := shouldUpdate(tt.args.spt, tt.args.current, tt.args.new)
+			got, err := shouldUpdate(tt.args.spt, tt.args.preReleaseMatch, tt.args.current, tt.args.new)
 			if (err != nil) != tt.wantErr {
 				t.Errorf("shouldUpdate() error = %v, wantErr %v", err, tt.wantErr)
 				return
diff --git a/provider/helm/common_test.go b/provider/helm/common_test.go
index 6aa674cb..905a8336 100644
--- a/provider/helm/common_test.go
+++ b/provider/helm/common_test.go
@@ -60,7 +60,7 @@ func Test_getImages(t *testing.T) {
 				&types.TrackedImage{
 					Image:   img,
 					Trigger: types.TriggerTypePoll,
-					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				},
 			},
 			wantErr: false,
@@ -74,17 +74,17 @@ func Test_getImages(t *testing.T) {
 				&types.TrackedImage{
 					Image:   mustParse("quay.io/prometheus/alertmanager:v0.16.2"),
 					Trigger: types.TriggerTypePoll,
-					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				},
 				&types.TrackedImage{
 					Image:   mustParse("quay.io/coreos/prometheus-operator:v0.29.0"),
 					Trigger: types.TriggerTypePoll,
-					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				},
 				&types.TrackedImage{
 					Image:   mustParse("quay.io/prometheus/prometheus:v2.7.2"),
 					Trigger: types.TriggerTypePoll,
-					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+					Policy:  policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				},
 			},
 			wantErr: false,
diff --git a/provider/helm/helm.go b/provider/helm/helm.go
index dae1ba7e..36d659e8 100644
--- a/provider/helm/helm.go
+++ b/provider/helm/helm.go
@@ -104,6 +104,7 @@ type Root struct {
 type KeelChartConfig struct {
 	Policy               string            `json:"policy"`
 	MatchTag             bool              `json:"matchTag"`
+	MatchPreRelease      bool              `json:"matchPreRelease"`
 	Trigger              types.TriggerType `json:"trigger"`
 	PollSchedule         string            `json:"pollSchedule"`
 	Approvals            int               `json:"approvals"`        // Minimum required approvals
@@ -448,6 +449,8 @@ func getKeelConfig(vals chartutil.Values) (*KeelChartConfig, error) {
 	}
 
 	var r Root
+	// Default MatchPreRelease to true if not present (backward compatibility)
+	r.Keel.MatchPreRelease = true
 	err = yaml.Unmarshal([]byte(yamlFull), &r)
 	if err != nil {
 		return nil, fmt.Errorf("failed to parse keel config: %s", err)
@@ -459,7 +462,7 @@ func getKeelConfig(vals chartutil.Values) (*KeelChartConfig, error) {
 
 	cfg := r.Keel
 
-	cfg.Plc = policy.GetPolicy(cfg.Policy, &policy.Options{MatchTag: cfg.MatchTag})
+	cfg.Plc = policy.GetPolicy(cfg.Policy, &policy.Options{MatchTag: cfg.MatchTag, MatchPreRelease: cfg.MatchPreRelease})
 
 	return &cfg, nil
 }
diff --git a/provider/helm/helm_test.go b/provider/helm/helm_test.go
index 98e1fc27..a00f7d64 100644
--- a/provider/helm/helm_test.go
+++ b/provider/helm/helm_test.go
@@ -560,6 +560,25 @@ keel:
 `
 	valuesPoll, _ := chartutil.ReadValues([]byte(valuesPollStr))
 
+	var valuesNoMatchPreReleaseStr = `
+name: al Rashid
+where:
+  city: Basrah
+  title: caliph
+image:
+  repository: gcr.io/v2-namespace/hello-world
+  tag: 1.1.0
+
+keel:  
+  policy: all
+  matchPreRelease: false
+  images:
+    - repository: image.repository
+      tag: image.tag
+
+`
+	valuesNoMatchPreRelease, _ := chartutil.ReadValues([]byte(valuesNoMatchPreReleaseStr))
+
 	type args struct {
 		vals chartutil.Values
 	}
@@ -573,12 +592,13 @@ keel:
 			name: "correct config",
 			args: args{vals: valuesBasic},
 			want: &KeelChartConfig{
-				Policy:  "all",
-				Trigger: types.TriggerTypeDefault,
+				Policy:          "all",
+				MatchPreRelease: true,
+				Trigger:         types.TriggerTypeDefault,
 				Images: []ImageDetails{
 					ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag"},
 				},
-				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 			},
 		},
 		{
@@ -586,25 +606,40 @@ keel:
 			args: args{vals: valuesChannels},
 			want: &KeelChartConfig{
 				Policy:               "all",
+				MatchPreRelease:      true,
 				Trigger:              types.TriggerTypeDefault,
 				NotificationChannels: []string{"chan1", "chan2"},
 				Images: []ImageDetails{
 					ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag"},
 				},
-				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 			},
 		},
 		{
 			name: "correct polling config",
 			args: args{vals: valuesPoll},
 			want: &KeelChartConfig{
-				Policy:       "major",
-				Trigger:      types.TriggerTypePoll,
-				PollSchedule: "@every 30m",
+				Policy:          "major",
+				MatchPreRelease: true,
+				Trigger:         types.TriggerTypePoll,
+				PollSchedule:    "@every 30m",
 				Images: []ImageDetails{
 					ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag", ImagePullSecret: "such-secret"},
 				},
-				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
+				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true),
+			},
+		},
+		{
+			name: "disable matchPreRelease",
+			args: args{vals: valuesNoMatchPreRelease},
+			want: &KeelChartConfig{
+				Policy:          "all",
+				MatchPreRelease: false,
+				Trigger:         types.TriggerTypeDefault,
+				Images: []ImageDetails{
+					ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag"},
+				},
+				Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, false),
 			},
 		},
 	}
diff --git a/provider/helm/updates_test.go b/provider/helm/updates_test.go
index c20a7906..50cd4922 100644
--- a/provider/helm/updates_test.go
+++ b/provider/helm/updates_test.go
@@ -107,8 +107,9 @@ keel:
 				CurrentVersion: "1.1.0",
 				NewVersion:     "latest",
 				Config: &KeelChartConfig{
-					Policy:  "force",
-					Trigger: types.TriggerTypePoll,
+					Policy:          "force",
+					MatchPreRelease: true,
+					Trigger:         types.TriggerTypePoll,
 					Images: []ImageDetails{
 						ImageDetails{
 							RepositoryPath: "image.repository",
@@ -139,8 +140,9 @@ keel:
 				NewVersion:     "1.2.0",
 				ReleaseNotes:   []string{"https://github.com/keel-hq/keel/releases"},
 				Config: &KeelChartConfig{
-					Policy:  "force",
-					Trigger: types.TriggerTypePoll,
+					Policy:          "force",
+					MatchPreRelease: true,
+					Trigger:         types.TriggerTypePoll,
 					Images: []ImageDetails{
 						ImageDetails{
 							RepositoryPath: "image.repository",
@@ -318,12 +320,13 @@ image:
 				NewVersion:     "1.1.2",
 				CurrentVersion: "1.1.0",
 				Config: &KeelChartConfig{
-					Policy:  "all",
-					Trigger: types.TriggerTypePoll,
+					Policy:          "all",
+					MatchPreRelease: true,
+					Trigger:         types.TriggerTypePoll,
 					Images: []ImageDetails{
 						ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag"},
 					},
-					Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+					Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				},
 			},
 			wantShouldUpdateRelease: true,
@@ -374,8 +377,9 @@ image:
 				NewVersion:     "1.1.0",
 				CurrentVersion: "alpha",
 				Config: &KeelChartConfig{
-					Policy:  "force",
-					Trigger: types.TriggerTypePoll,
+					Policy:          "force",
+					MatchPreRelease: true,
+					Trigger:         types.TriggerTypePoll,
 					Images: []ImageDetails{
 						ImageDetails{RepositoryPath: "image.repository", TagPath: "image.tag"},
 					},
@@ -417,12 +421,13 @@ image:
 				NewVersion:     "1.1.0",
 				CurrentVersion: "1.0.0",
 				Config: &KeelChartConfig{
-					Policy:  "major",
-					Trigger: types.TriggerTypePoll,
+					Policy:          "major",
+					MatchPreRelease: true,
+					Trigger:         types.TriggerTypePoll,
 					Images: []ImageDetails{
 						ImageDetails{RepositoryPath: "image.repository"},
 					},
-					Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
+					Plc: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true),
 				},
 			},
 			wantShouldUpdateRelease: true,
diff --git a/provider/kubernetes/updates_test.go b/provider/kubernetes/updates_test.go
index e1372f2e..cc18cfc3 100644
--- a/provider/kubernetes/updates_test.go
+++ b/provider/kubernetes/updates_test.go
@@ -11,7 +11,7 @@ import (
 	"github.com/keel-hq/keel/util/timeutil"
 
 	apps_v1 "k8s.io/api/apps/v1"
-	"k8s.io/api/core/v1"
+	v1 "k8s.io/api/core/v1"
 	meta_v1 "k8s.io/apimachinery/pkg/apis/meta/v1"
 )
 
@@ -674,7 +674,7 @@ func TestProvider_checkForUpdateSemver(t *testing.T) {
 		{
 			name: "standard version bump",
 			args: args{
-				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				repo:   &types.Repository{Name: "gcr.io/v2-namespace/hello-world", Tag: "1.1.2"},
 				resource: MustParseGR(&apps_v1.Deployment{
 					meta_v1.TypeMeta{},
@@ -740,7 +740,7 @@ func TestProvider_checkForUpdateSemver(t *testing.T) {
 			name: "staging pre-release",
 			args: args{
 
-				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMinor),
+				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMinor, true),
 				repo:   &types.Repository{Name: "gcr.io/v2-namespace/hello-prerelease", Tag: "v1.1.2-staging"},
 				resource: MustParseGR(&apps_v1.Deployment{
 					meta_v1.TypeMeta{},
@@ -777,7 +777,7 @@ func TestProvider_checkForUpdateSemver(t *testing.T) {
 			name: "normal new tag while there's pre-release",
 			args: args{
 
-				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMinor),
+				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMinor, true),
 				repo:   &types.Repository{Name: "gcr.io/v2-namespace/hello-prerelease", Tag: "v1.1.2"},
 				resource: MustParseGR(&apps_v1.Deployment{
 					meta_v1.TypeMeta{},
@@ -814,7 +814,7 @@ func TestProvider_checkForUpdateSemver(t *testing.T) {
 			name: "standard ignore version bump",
 			args: args{
 
-				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				repo:   &types.Repository{Name: "gcr.io/v2-namespace/hello-world", Tag: "1.1.1"},
 				resource: MustParseGR(&apps_v1.Deployment{
 					meta_v1.TypeMeta{},
@@ -849,7 +849,7 @@ func TestProvider_checkForUpdateSemver(t *testing.T) {
 		{
 			name: "multiple containers, version bump one",
 			args: args{
-				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 				repo:   &types.Repository{Name: "gcr.io/v2-namespace/hello-world", Tag: "1.1.2"},
 				resource: MustParseGR(&apps_v1.Deployment{
 					meta_v1.TypeMeta{},
diff --git a/trigger/poll/multi_tags_watcher.go b/trigger/poll/multi_tags_watcher.go
index b34b891a..ac36ab00 100644
--- a/trigger/poll/multi_tags_watcher.go
+++ b/trigger/poll/multi_tags_watcher.go
@@ -2,13 +2,13 @@ package poll
 
 import (
 	"sort"
+	"strings"
 
+	"github.com/Masterminds/semver"
 	"github.com/keel-hq/keel/extension/credentialshelper"
-	"github.com/keel-hq/keel/internal/policy"
 	"github.com/keel-hq/keel/provider"
 	"github.com/keel-hq/keel/registry"
 	"github.com/keel-hq/keel/types"
-	"github.com/keel-hq/keel/util/version"
 
 	"github.com/prometheus/client_golang/prometheus"
 
@@ -90,32 +90,47 @@ func (j *WatchRepositoryTagsJob) computeEvents(tags []string) ([]types.Event, er
 
 	events := []types.Event{}
 
-	// collapse removes all non-semver tags and only takes
-	// the highest versions of each prerelease + the main version that doesn't have
-	// any prereleases
-	tags = collapse(tags)
+	// Keep only semver tags, sorted desc (to optimize process)
+	versions := semverSort(tags)
 
 	for _, trackedImage := range getRelatedTrackedImages(j.details.trackedImage, trackedImages) {
+		// Current version tag might not be a valid semver one
+		currentVersion, invalidCurrentVersion := semver.NewVersion(trackedImage.Image.Tag())
 		// matches, going through tags
-		for _, tag := range tags {
-			update, err := trackedImage.Policy.ShouldUpdate(trackedImage.Image.Tag(), tag)
+		for _, version := range versions {
+			if invalidCurrentVersion == nil && currentVersion.GreaterThan(version) {
+				// Current tag is a valid semver, and is bigger than currently tested one
+				// -> we can stop now, nothing will be worth upgrading in the rest of the sorted list
+				break
+			}
+			update, err := trackedImage.Policy.ShouldUpdate(trackedImage.Image.Tag(), version.Original())
+			// log.WithFields(log.Fields{
+			// 	"current_tag": j.details.trackedImage.Image.Tag(),
+			// 	"image_name":  j.details.trackedImage.Image.Remote(),
+			// }).Debug("trigger.poll.WatchRepositoryTagsJob: tag: ", version.Original(), "; update: ", update, "; err:", err)
 			if err != nil {
 				continue
 			}
-			if update && !exists(tag, events) {
+			if update && !exists(version.Original(), events) {
 				event := types.Event{
 					Repository: types.Repository{
 						Name: j.details.trackedImage.Image.Repository(),
-						Tag:  tag,
+						Tag:  version.Original(),
 					},
 					TriggerName: types.TriggerTypePoll.String(),
 				}
 				events = append(events, event)
+				// Only keep first match per image (should be the highest usable version)
+				break
 			}
 
 		}
 
 	}
+	log.WithFields(log.Fields{
+		"current_tag": j.details.trackedImage.Image.Tag(),
+		"image_name":  j.details.trackedImage.Image.Remote(),
+	}).Debug("trigger.poll.WatchRepositoryTagsJob: events: ", events)
 
 	return events, nil
 }
@@ -129,41 +144,24 @@ func exists(tag string, events []types.Event) bool {
 	return false
 }
 
-// collapse gets latest available tags for main version and pre-releases
-// example:
-// [1.0.0, 1.5.0, 1.3.0-dev, 1.4.5-dev] would become [1.5.0, 1.4.5-dev]
-func collapse(tags []string) []string {
-	r := map[string]string{}
-	p := policy.NewSemverPolicy(policy.SemverPolicyTypeAll)
+// Filter and sort tags according to semver, desc
+func semverSort(tags []string) []*semver.Version {
+	var versions []*semver.Version
 	for _, t := range tags {
-		v, err := version.GetVersion(t)
-		// v, err := semver.NewVersion(tag)
+		if len(strings.SplitN(t, ".", 3)) < 3 {
+			// Keep only X.Y.Z+ semver
+			continue
+		}
+		v, err := semver.NewVersion(t)
+		// Filter out non semver tags
 		if err != nil {
 			continue
 		}
-		stored, ok := r[v.PreRelease]
-		if !ok {
-			r[v.PreRelease] = t
-			continue
-		}
-		higher, err := p.ShouldUpdate(stored, t)
-		if err != nil {
-			continue
-		}
-		if higher {
-			r[v.PreRelease] = t
-		}
+		versions = append(versions, v)
 	}
-
-	result := []string{}
-	for _, tag := range r {
-		result = append(result, tag)
-	}
-
-	// always sort, for test purposes
-	sort.Strings(result)
-
-	return result
+	// Sort desc, following semver
+	sort.Slice(versions, func(i, j int) bool { return versions[j].LessThan(versions[i]) })
+	return versions
 }
 
 func getRelatedTrackedImages(ours *types.TrackedImage, all []*types.TrackedImage) []*types.TrackedImage {
diff --git a/trigger/poll/multi_tags_watcher_test.go b/trigger/poll/multi_tags_watcher_test.go
index b0640d6d..cc20cf21 100644
--- a/trigger/poll/multi_tags_watcher_test.go
+++ b/trigger/poll/multi_tags_watcher_test.go
@@ -2,10 +2,13 @@ package poll
 
 import (
 	"reflect"
+	"strconv"
 	"strings"
 	"testing"
 
+	"github.com/Masterminds/semver"
 	"github.com/keel-hq/keel/approvals"
+
 	// "github.com/keel-hq/keel/cache/memory"
 	"github.com/keel-hq/keel/internal/policy"
 	"github.com/keel-hq/keel/provider"
@@ -23,7 +26,7 @@ func TestWatchMultipleTagsWithSemver(t *testing.T) {
 				Trigger:      types.TriggerTypePoll,
 				Provider:     "fp",
 				PollSchedule: types.KeelPollDefaultSchedule,
-				Policy:       policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				Policy:       policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 			},
 		},
 	}
@@ -57,16 +60,24 @@ func TestWatchMultipleTagsWithSemver(t *testing.T) {
 	}
 }
 
-func TestWatchAllTagsJobWithSemver(t *testing.T) {
+type runTestCase struct {
+	currentTag  string
+	expectedTag string
+	bumpPolicy  policy.Policy
+}
 
-	reference, _ := image.Parse("foo/bar:1.1.0")
+// Helper function to factorize code
+func testRunHelper(testCases []runTestCase, availableTags []string, t *testing.T) {
+	var testImages []*types.TrackedImage
+	for _, testCase := range testCases {
+		reference, _ := image.Parse("foo/bar:" + testCase.currentTag)
+		testImages = append(testImages, &types.TrackedImage{
+			Image:  reference,
+			Policy: testCase.bumpPolicy,
+		})
+	}
 	fp := &fakeProvider{
-		images: []*types.TrackedImage{
-			&types.TrackedImage{
-				Image:  reference,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
-			},
-		},
+		images: testImages,
 	}
 	store, teardown := newTestingUtils()
 	defer teardown()
@@ -77,7 +88,7 @@ func TestWatchAllTagsJobWithSemver(t *testing.T) {
 	providers := provider.New([]provider.Provider{fp}, am)
 
 	frc := &fakeRegistryClient{
-		tagsToReturn: []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"},
+		tagsToReturn: availableTags,
 	}
 
 	details := &watchDetails{
@@ -88,247 +99,95 @@ func TestWatchAllTagsJobWithSemver(t *testing.T) {
 
 	job.Run()
 
+	// Compute number of expected events (version bump expected)
+	var nbEvents = 0
+	for _, testCase := range testCases {
+		if testCase.currentTag != testCase.expectedTag {
+			nbEvents++
+		}
+	}
 	// checking whether new job was submitted
-
-	if len(fp.submitted) != 1 {
+	if len(fp.submitted) != nbEvents {
 		tags := []string{}
 		for _, s := range fp.submitted {
 			tags = append(tags, s.Repository.Tag)
 		}
-		t.Errorf("expected 1 events, got: %d [%s]", len(fp.submitted), strings.Join(tags, ", "))
-	}
-
-	submitted := fp.submitted[0]
-
-	if submitted.Repository.Name != "index.docker.io/foo/bar" {
-		t.Errorf("unexpected event repository name: %s", submitted.Repository.Name)
-	}
-
-	if submitted.Repository.Tag != "1.5.0" {
-		t.Errorf("expected event repository tag 1.5.0, but got: %s", submitted.Repository.Tag)
+		t.Errorf("expected "+strconv.Itoa(nbEvents)+" events, got: %d [%s]", len(fp.submitted), strings.Join(tags, ", "))
+	} else {
+		for i, testCase := range testCases {
+			submitted := fp.submitted[i]
+
+			if submitted.Repository.Name != "index.docker.io/foo/bar" {
+				t.Errorf("unexpected event repository name: %s", submitted.Repository.Name)
+			}
+
+			if submitted.Repository.Tag != testCase.expectedTag {
+				t.Errorf("expected event repository tag "+testCase.expectedTag+", but got: %s", submitted.Repository.Tag)
+			}
+		}
 	}
+}
 
+func TestWatchAllTagsJobWithSemver(t *testing.T) {
+	availableTags := []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"}
+	testCases := []runTestCase{{"1.1.0", "1.5.0", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true)}}
+	testRunHelper(testCases, availableTags, t)
 }
 
 func TestWatchAllTagsPrerelease(t *testing.T) {
+	availableTags := []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"}
+	testCases := []runTestCase{{"1.2.0-dev", "1.3.0-dev", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true)}}
+	testRunHelper(testCases, availableTags, t)
+}
 
-	referenceB, _ := image.Parse("foo/bar:1.2.0-dev")
+// Full Semver, including pre-releases
+func TestWatchAllTagsFullSemver(t *testing.T) {
+	availableTags := []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"}
+	testCases := []runTestCase{{"1.2.0-dev", "1.8.0-alpha", policy.NewSemverPolicy(policy.SemverPolicyTypeMinor, false)}}
+	testRunHelper(testCases, availableTags, t)
 
-	fp := &fakeProvider{
-		images: []*types.TrackedImage{
-			&types.TrackedImage{
-				Image:  referenceB,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
-			},
-		},
-	}
-	store, teardown := newTestingUtils()
-	defer teardown()
-	am := approvals.New(&approvals.Opts{
-		Store: store,
-	})
+	// Test simulating linuxserver tagging strategy
+	availableTags = []string{"v0.1.2-ls1", "v0.1.2-ls2", "v0.1.3-ls1", "v0.1.3-ls2", "v0.2.0-ls2", "v0.2.0-ls3"}
+	testCases = []runTestCase{{"v0.1.0-ls1", "v0.2.0-ls3", policy.NewSemverPolicy(policy.SemverPolicyTypeMinor, false)}}
+	testRunHelper(testCases, availableTags, t)
 
-	providers := provider.New([]provider.Provider{fp}, am)
+}
 
-	frc := &fakeRegistryClient{
-		tagsToReturn: []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"},
-	}
-
-	details := &watchDetails{
-		trackedImage: fp.images[0],
-	}
-
-	job := NewWatchRepositoryTagsJob(providers, frc, details)
-
-	job.Run()
-
-	// checking whether new job was submitted
-
-	if len(fp.submitted) != 1 {
-		tags := []string{}
-		for _, s := range fp.submitted {
-			tags = append(tags, s.Repository.Tag)
-		}
-		t.Errorf("expected 1 events, got: %d [%s]", len(fp.submitted), strings.Join(tags, ", "))
-	}
-
-	submitted := fp.submitted[0]
-
-	if submitted.Repository.Name != "index.docker.io/foo/bar" {
-		t.Errorf("unexpected event repository name: %s", submitted.Repository.Name)
-	}
-
-	if submitted.Repository.Tag != "1.3.0-dev" {
-		t.Errorf("expected event repository tag 1.3.0-dev, but got: %s", submitted.Repository.Tag)
-	}
+// Bug #490: new major version "hiding" minor one
+func TestWatchAllTagsHiddenMinor(t *testing.T) {
+	availableTags := []string{"1.3.0", "1.5.0", "2.0.0", "1.2.1"}
+	testRunHelper([]runTestCase{{"1.2.0", "1.2.1", policy.NewSemverPolicy(policy.SemverPolicyTypePatch, false)}}, availableTags, t)
+	testRunHelper([]runTestCase{{"1.2.0", "1.5.0", policy.NewSemverPolicy(policy.SemverPolicyTypeMinor, false)}}, availableTags, t)
+	testRunHelper([]runTestCase{{"1.2.0", "2.0.0", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, false)}}, availableTags, t)
 }
 
 func TestWatchAllTagsMixed(t *testing.T) {
-
-	referenceA, _ := image.Parse("foo/bar:1.0.0")
-	referenceB, _ := image.Parse("foo/bar:1.2.0-dev")
-
-	fp := &fakeProvider{
-		images: []*types.TrackedImage{
-			&types.TrackedImage{
-				Image:  referenceB,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
-			},
-			&types.TrackedImage{
-				Image:  referenceA,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
-			},
-		},
-	}
-	store, teardown := newTestingUtils()
-	defer teardown()
-	am := approvals.New(&approvals.Opts{
-		Store: store,
-	})
-
-	providers := provider.New([]provider.Provider{fp}, am)
-
-	frc := &fakeRegistryClient{
-		tagsToReturn: []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"},
-	}
-
-	details := &watchDetails{
-		trackedImage: fp.images[0],
-	}
-
-	job := NewWatchRepositoryTagsJob(providers, frc, details)
-
-	job.Run()
-
-	// checking whether new job was submitted
-
-	if len(fp.submitted) != 2 {
-		tags := []string{}
-		for _, s := range fp.submitted {
-			tags = append(tags, s.Repository.Tag)
-		}
-		t.Errorf("expected 1 events, got: %d [%s]", len(fp.submitted), strings.Join(tags, ", "))
-	}
-
-	submitted := fp.submitted[0]
-	submitted2 := fp.submitted[1]
-
-	if submitted.Repository.Name != "index.docker.io/foo/bar" {
-		t.Errorf("unexpected event repository name: %s", submitted.Repository.Name)
-	}
-
-	if submitted.Repository.Tag != "1.3.0-dev" {
-		t.Errorf("expected event repository tag 1.3.0-dev, but got: %s", submitted.Repository.Tag)
-	}
-
-	if submitted2.Repository.Tag != "1.5.0" {
-		t.Errorf("expected event repository tag 1.5.0, but got: %s", submitted2.Repository.Tag)
-	}
+	availableTags := []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"}
+	testCases := []runTestCase{
+		{"1.0.0", "1.5.0", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true)},
+		{"1.2.0-dev", "1.3.0-dev", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true)}}
+	testRunHelper(testCases, availableTags, t)
 }
 
 func TestWatchAllTagsMixedPolicyAll(t *testing.T) {
-
-	referenceA, _ := image.Parse("foo/bar:1.0.0")
-	referenceB, _ := image.Parse("foo/bar:1.6.0-alpha")
-
-	fp := &fakeProvider{
-		images: []*types.TrackedImage{
-			&types.TrackedImage{
-				Image:  referenceB,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
-			},
-			&types.TrackedImage{
-				Image:  referenceA,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
-			},
-		},
-	}
-	store, teardown := newTestingUtils()
-	defer teardown()
-	am := approvals.New(&approvals.Opts{
-		Store: store,
-	})
-
-	providers := provider.New([]provider.Provider{fp}, am)
-
-	frc := &fakeRegistryClient{
-		tagsToReturn: []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"},
-	}
-
-	details := &watchDetails{
-		trackedImage: fp.images[0],
-	}
-
-	job := NewWatchRepositoryTagsJob(providers, frc, details)
-
-	job.Run()
-
-	// checking whether new job was submitted
-
-	if len(fp.submitted) != 2 {
-		tags := []string{}
-		for _, s := range fp.submitted {
-			tags = append(tags, s.Repository.Tag)
-		}
-		t.Errorf("expected 1 events, got: %d [%s]", len(fp.submitted), strings.Join(tags, ", "))
-	}
-
-	submitted := fp.submitted[0]
-	submitted2 := fp.submitted[1]
-
-	if submitted.Repository.Name != "index.docker.io/foo/bar" {
-		t.Errorf("unexpected event repository name: %s", submitted.Repository.Name)
-	}
-
-	if submitted.Repository.Tag != "1.8.0-alpha" {
-		t.Errorf("expected event repository tag 1.8.0-alpha, but got: %s", submitted.Repository.Tag)
-	}
-
-	if submitted2.Repository.Tag != "1.5.0" {
-		t.Errorf("expected event repository tag 1.5.0, but got: %s", submitted2.Repository.Tag)
-	}
+	availableTags := []string{"1.3.0-dev", "1.5.0", "1.8.0-alpha"}
+	testCases := []runTestCase{
+		{"1.0.0", "1.5.0", policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true)},
+		{"1.6.0-alpha", "1.8.0-alpha", policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true)}}
+	testRunHelper(testCases, availableTags, t)
 }
 
-func Test_collapse(t *testing.T) {
-	type args struct {
-		tags []string
+func Test_semverSort(t *testing.T) {
+	tags := []string{"1.3.0", "aa1.0.0", "zzz", "1.3.0-dev", "1.5.0", "2.0.0-alpha", "1.3.0-dev1", "1.8.0-alpha", "1.3.1-dev", "123", "1.2.3-rc.1.2+meta"}
+	expectedTags := []string{"2.0.0-alpha", "1.8.0-alpha", "1.5.0", "1.3.1-dev", "1.3.0", "1.3.0-dev1", "1.3.0-dev", "1.2.3-rc.1.2+meta"}
+	expectedVersions := make([]*semver.Version, len(expectedTags))
+	for i, tag := range expectedTags {
+		v, _ := semver.NewVersion(tag)
+		expectedVersions[i] = v
 	}
-	tests := []struct {
-		name string
-		args args
-		want []string
-	}{
-		{
-			name: "single version",
-			args: args{tags: []string{"1.0.0"}},
-			want: []string{"1.0.0"},
-		},
-		{
-			name: "multi",
-			args: args{tags: []string{"1.0.0", "1.4.0"}},
-			want: []string{"1.4.0"},
-		},
-		{
-			name: "prerelease",
-			args: args{tags: []string{"1.0.0-dev", "1.4.0-dev"}},
-			want: []string{"1.4.0-dev"},
-		},
-		{
-			name: "prerelease multi",
-			args: args{tags: []string{"1.3.0-bb", "1.0.0-dev", "1.4.0-dev"}},
-			want: []string{"1.3.0-bb", "1.4.0-dev"},
-		},
-		{
-			name: "prerelease multi, mixed",
-			args: args{tags: []string{"1.2.0", "1.3.0-bb", "1.0.0-dev", "1.4.0-dev"}},
-			want: []string{"1.2.0", "1.3.0-bb", "1.4.0-dev"},
-		},
-	}
-	for _, tt := range tests {
-		t.Run(tt.name, func(t *testing.T) {
-			if got := collapse(tt.args.tags); !reflect.DeepEqual(got, tt.want) {
-				t.Errorf("collapse() = %v, want %v", got, tt.want)
-			}
-		})
+	sortedTags := semverSort(tags)
+
+	if !reflect.DeepEqual(sortedTags, expectedVersions) {
+		t.Errorf("Invalid sorted tags; expected: %s; got: %s", expectedVersions, sortedTags)
 	}
 }
diff --git a/trigger/poll/watcher_test.go b/trigger/poll/watcher_test.go
index cc0fae09..756856cc 100644
--- a/trigger/poll/watcher_test.go
+++ b/trigger/poll/watcher_test.go
@@ -179,7 +179,7 @@ func TestWatchAllTagsJob(t *testing.T) {
 		images: []*types.TrackedImage{
 			&types.TrackedImage{
 				Image:  reference,
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll),
+				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeAll, true),
 			},
 		},
 	}
@@ -270,7 +270,7 @@ func TestWatchMultipleTags(t *testing.T) {
 				Provider:     "fp",
 				PollSchedule: types.KeelPollDefaultSchedule,
 
-				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
+				Policy: policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true),
 			},
 
 			&types.TrackedImage{
@@ -278,7 +278,7 @@ func TestWatchMultipleTags(t *testing.T) {
 				Image:        imgB,
 				Provider:     "fp",
 				PollSchedule: types.KeelPollDefaultSchedule,
-				Policy:       policy.NewSemverPolicy(policy.SemverPolicyTypeMajor),
+				Policy:       policy.NewSemverPolicy(policy.SemverPolicyTypeMajor, true),
 			},
 
 			&types.TrackedImage{
diff --git a/types/types.go b/types/types.go
index 25eab6db..942b9f92 100644
--- a/types/types.go
+++ b/types/types.go
@@ -32,6 +32,9 @@ const KeelTriggerLabel = "keel.sh/trigger"
 const KeelForceTagMatchLegacyLabel = "keel.sh/match-tag"
 const KeelForceTagMatchLabel = "keel.sh/matchTag"
 
+// KeelMatchPreReleaseAnnotation - label or annotation to set pre-release matching for SemVer, defaults to true for backward compatibility
+const KeelMatchPreReleaseAnnotation = "keel.sh/matchPreRelease"
+
 // KeelPollScheduleAnnotation - optional variable to setup custom schedule for polling, defaults to @every 10m
 const KeelPollScheduleAnnotation = "keel.sh/pollSchedule"