diff --git a/Jenkinsfile b/Jenkinsfile
index d429e74..376bb0e 100644
--- a/Jenkinsfile
+++ b/Jenkinsfile
@@ -110,7 +110,7 @@ spec:
     booleanParam(
       name: 'PUBLISH_IMAGES',
       defaultValue: false,
-      description: 'Build and push runtime images (enable for release runs).'
+      description: 'Force image publish even off the primary branch. Primary branch SCM runs publish automatically.'
     )
   }
   triggers {
@@ -342,7 +342,7 @@ PY
 
     stage('Prep toolchain') {
       when {
-        expression { return params.PUBLISH_IMAGES }
+        expression { return params.PUBLISH_IMAGES || env.GIT_BRANCH == 'origin/master' || env.GIT_BRANCH == 'origin/main' || env.BRANCH_NAME == 'master' || env.BRANCH_NAME == 'main' }
       }
       steps {
         container('builder') {
@@ -357,7 +357,7 @@ PY
 
     stage('Compute version') {
       when {
-        expression { return params.PUBLISH_IMAGES }
+        expression { return params.PUBLISH_IMAGES || env.GIT_BRANCH == 'origin/master' || env.GIT_BRANCH == 'origin/main' || env.BRANCH_NAME == 'master' || env.BRANCH_NAME == 'main' }
       }
       steps {
         container('builder') {
@@ -377,7 +377,7 @@ PY
 
     stage('Buildx setup') {
       when {
-        expression { return params.PUBLISH_IMAGES }
+        expression { return params.PUBLISH_IMAGES || env.GIT_BRANCH == 'origin/master' || env.GIT_BRANCH == 'origin/main' || env.BRANCH_NAME == 'master' || env.BRANCH_NAME == 'main' }
       }
       steps {
         container('builder') {
@@ -408,7 +408,7 @@ PY
 
     stage('Build & push images') {
       when {
-        expression { return params.PUBLISH_IMAGES }
+        expression { return params.PUBLISH_IMAGES || env.GIT_BRANCH == 'origin/master' || env.GIT_BRANCH == 'origin/main' || env.BRANCH_NAME == 'master' || env.BRANCH_NAME == 'main' }
       }
       steps {
         container('builder') {