diff --git a/lib/philomena_web/plugs/advert_plug.ex b/lib/philomena_web/plugs/advert_plug.ex
index e2dd23f3..37a5fe04 100644
--- a/lib/philomena_web/plugs/advert_plug.ex
+++ b/lib/philomena_web/plugs/advert_plug.ex
@@ -22,7 +22,7 @@ defmodule PhilomenaWeb.AdvertPlug do
     do: Conn.assign(conn, :advert, record_impression(Adverts.random_live_for(image)))
 
   defp maybe_assign_ad(conn, _image, _false),
-    do: conn
+    do: Conn.assign(conn, :advert, nil)
 
   defp show_ads?(%{hide_advertisements: hide}),
     do: !hide