diff --git a/vsts/pipelines/templates/_releaseStepTemplate.yml b/vsts/pipelines/templates/_releaseStepTemplate.yml
index ec02e8a098..c4c6d81692 100644
--- a/vsts/pipelines/templates/_releaseStepTemplate.yml
+++ b/vsts/pipelines/templates/_releaseStepTemplate.yml
@@ -53,7 +53,7 @@ steps:
   displayName: 'Pull and create release tags for buildpack images'
   inputs:
     type: FilePath
-    scriptPath: ./vsts/scripts/create-releasetags-buildpacks.sh
+    scriptPath: ./vsts/scripts/tagBuildpacksImagesForRelease.sh
   condition: and(succeeded(), eq(variables['ReleaseBuildImages'], 'true'))
 
 - task: Docker@0
diff --git a/vsts/scripts/tagBuildImagesForRelease.sh b/vsts/scripts/tagBuildImagesForRelease.sh
index a2ea9c0132..2e088cc583 100644
--- a/vsts/scripts/tagBuildImagesForRelease.sh
+++ b/vsts/scripts/tagBuildImagesForRelease.sh
@@ -8,6 +8,7 @@ set -o pipefail
 
 sourceImageName="oryxdevmcr.azurecr.io/public/oryx/build"
 buildNumber=$BUILD_BUILDNUMBER
+sourceBranchName=$BUILD_SOURCEBRANCHNAME
 sourceImage="$sourceImageName:Oryx-CI.$buildNumber"
 outFileMCR="$BUILD_ARTIFACTSTAGINGDIRECTORY/drop/images/build-images-mcr.txt"
 outFileDocker="$BUILD_ARTIFACTSTAGINGDIRECTORY/drop/images/build-images-dockerhub.txt"
@@ -26,15 +27,22 @@ dockerHubSpecific="$dockerHubRepoName:$buildNumber"
 echo
 echo "Tagging the source image with tag $acrSpecific..."
 echo "$acrSpecific">>"$outFileMCR"
-docker tag "$sourceImage" "$acrSpecific" 
-echo "Tagging the source image with tag $acrLatest..."
-echo "$acrLatest">>"$outFileMCR"
-docker tag "$sourceImage" "$acrLatest"
-
-echo "Tagging the source image with tag $dockerHubLatest..."
-echo "$dockerHubLatest">>"$outFileDocker"
-docker tag "$sourceImage" "$dockerHubLatest"
+docker tag "$sourceImage" "$acrSpecific"
+
 echo "Tagging the source image with tag $dockerHubSpecific..."
 echo "$dockerHubSpecific">>"$outFileDocker"
 docker tag "$sourceImage" "$dockerHubSpecific"
+
+if [ "$sourceBranchName" == "master" ]; then
+    echo "Tagging the source image with tag $acrLatest..."
+    echo "$acrLatest">>"$outFileMCR"
+    docker tag "$sourceImage" "$acrLatest"
+
+    echo "Tagging the source image with tag $dockerHubLatest..."
+    echo "$dockerHubLatest">>"$outFileDocker"
+    docker tag "$sourceImage" "$dockerHubLatest"
+else
+    echo "Not creating 'latest' tag as source branch is not 'master'. Current branch is $sourceBranchName"
+fi
+
 echo -------------------------------------------------------------------------------
\ No newline at end of file
diff --git a/vsts/scripts/create-releasetags-buildpacks.sh b/vsts/scripts/tagBuildpacksImagesForRelease.sh
similarity index 54%
rename from vsts/scripts/create-releasetags-buildpacks.sh
rename to vsts/scripts/tagBuildpacksImagesForRelease.sh
index e726490d0d..805d0e7d6d 100644
--- a/vsts/scripts/create-releasetags-buildpacks.sh
+++ b/vsts/scripts/tagBuildpacksImagesForRelease.sh
@@ -11,27 +11,41 @@ declare -r sourceImageRepo="oryxdevmcr.azurecr.io/public/oryx"
 declare -r prodImageRepo="oryxmcr.azurecr.io/public/oryx"
 
 buildNumber=$BUILD_BUILDNUMBER
+sourceBranchName=$BUILD_SOURCEBRANCHNAME
 
-echo "Pulling pack-builder image and retagging with 'stable' and 'builderNumber'..."
+echo "Pulling pack-builder image..."
 packBuilderImage=$sourceImageRepo/pack-builder:Oryx-CI.$buildNumber
 docker pull "$packBuilderImage"
-echo "$prodImageRepo/pack-builder:stable">>"$outFile"
+echo "Retagging pack-builder image 'builderNumber'..."
 echo "$prodImageRepo/pack-builder:$buildNumber">>"$outFile"
-docker tag "$packBuilderImage" "$prodImageRepo/pack-builder:stable"
 docker tag "$packBuilderImage" "$prodImageRepo/pack-builder:$buildNumber"
 
-echo "Pulling pack-stack-base image and retagging with 'latest' and 'builderNumber'..."
+echo "Pulling pack-stack-base..."
 packStackBaseImage=$sourceImageRepo/pack-stack-base:Oryx-CI.$buildNumber
 docker pull "$packStackBaseImage"
-echo "$prodImageRepo/pack-stack-base:latest">>"$outFile"
+echo "Retagging pack-stack-base image 'builderNumber'..."
 echo "$prodImageRepo/pack-stack-base:$buildNumber">>"$outFile"
-docker tag "$packStackBaseImage" "$prodImageRepo/pack-stack-base:latest"
 docker tag "$packStackBaseImage" "$prodImageRepo/pack-stack-base:$buildNumber"
 
-echo "Pulling pack image and retagging with 'stable' and 'builderNumber'..."
+echo "Pulling pack image..."
 packImage=$sourceImageRepo/pack:Oryx-CI.$buildNumber
 docker pull "$packImage"
-echo "$prodImageRepo/pack:stable">>"$outFile"
+echo "Retagging pack image with 'builderNumber'..."
 echo "$prodImageRepo/pack:$buildNumber">>"$outFile"
-docker tag "$packImage" "$prodImageRepo/pack:stable"
 docker tag "$packImage" "$prodImageRepo/pack:$buildNumber"
+
+if [ "$sourceBranchName" == "master" ]; then
+    echo "Retagging pack-builder image with 'stable'..."
+    docker tag "$packBuilderImage" "$prodImageRepo/pack-builder:stable"
+    echo "$prodImageRepo/pack-builder:stable">>"$outFile"
+
+    echo "Retagging pack-stack-base image with 'latest'..."
+    docker tag "$packStackBaseImage" "$prodImageRepo/pack-stack-base:latest"
+    echo "$prodImageRepo/pack-stack-base:latest">>"$outFile"
+
+    echo "Retagging pack image with 'stable'..."
+    docker tag "$packImage" "$prodImageRepo/pack:stable"
+    echo "$prodImageRepo/pack:stable">>"$outFile"
+else
+    echo "Not creating 'stable' or 'latest' tags as source branch is not 'master'. Current branch is $sourceBranchName"
+fi
\ No newline at end of file
diff --git a/vsts/scripts/tagRunTimeImagesForRelease.sh b/vsts/scripts/tagRunTimeImagesForRelease.sh
index 559a749487..97a64d6b68 100644
--- a/vsts/scripts/tagRunTimeImagesForRelease.sh
+++ b/vsts/scripts/tagRunTimeImagesForRelease.sh
@@ -6,6 +6,7 @@
 
 set -o pipefail
 
+sourceBranchName=$BUILD_SOURCEBRANCHNAME
 outFileMCR="$BUILD_ARTIFACTSTAGINGDIRECTORY/drop/images/runtime-images-mcr.txt"
 outFileDocker="$BUILD_ARTIFACTSTAGINGDIRECTORY/drop/images/runtime-images-dockerhub.txt"
 sourceFile="$BUILD_ARTIFACTSTAGINGDIRECTORY/drop/images/runtime-images-acr.txt"
@@ -46,16 +47,22 @@ while read sourceImage; do
     echo "Tagging the source image with tag $acrSpecific..."
     echo "$acrSpecific">>"$outFileMCR"
     docker tag "$sourceImage" "$acrSpecific" 
-    echo "Tagging the source image with tag $acrLatest..."
-    echo "$acrLatest">>"$outFileMCR"
-    docker tag "$sourceImage" "$acrLatest"
 
-    echo "Tagging the source image with tag $dockerHubLatest..."
-    echo "$dockerHubLatest">>"$outFileDocker"
-    docker tag "$sourceImage" "$dockerHubLatest"
     echo "Tagging the source image with tag $dockerHubSpecific..."
     echo "$dockerHubSpecific">>"$outFileDocker"
     docker tag "$sourceImage" "$dockerHubSpecific"
+
+    if [ "$sourceBranchName" == "master" ]; then
+      echo "Tagging the source image with tag $acrLatest..."
+      echo "$acrLatest">>"$outFileMCR"
+      docker tag "$sourceImage" "$acrLatest"
+
+      echo "Tagging the source image with tag $dockerHubLatest..."
+      echo "$dockerHubLatest">>"$outFileDocker"
+      docker tag "$sourceImage" "$dockerHubLatest"
+    else
+      echo "Not creating 'latest' tag as source branch is not 'master'. Current branch is $sourceBranchName"
+    fi
     echo -------------------------------------------------------------------------------
   fi
 done <"$sourceFile"
\ No newline at end of file