diff --git a/hc/accounts/models.py b/hc/accounts/models.py
index 5a7d6970..01b00e8e 100644
--- a/hc/accounts/models.py
+++ b/hc/accounts/models.py
@@ -203,8 +203,8 @@ class Profile(models.Model):
         is_member = models.Q(user__memberships__team=self)
         q = Profile.objects.filter(is_owner | is_member)
         q = q.exclude(nag_period=NO_NAG)
-        # Exclude profiles with next_nag_date in future
-        q = q.exclude(next_nag_date__gt=timezone.now())
+        # Exclude profiles with next_nag_date already set
+        q = q.filter(next_nag_date__isnull=True)
 
         q.update(next_nag_date=timezone.now() + models.F("nag_period"))
 
diff --git a/hc/api/tests/test_sendalerts.py b/hc/api/tests/test_sendalerts.py
index 8464f9a9..2275adfa 100644
--- a/hc/api/tests/test_sendalerts.py
+++ b/hc/api/tests/test_sendalerts.py
@@ -122,8 +122,8 @@ class SendAlertsTestCase(BaseTestCase):
         self.bobs_profile.refresh_from_db()
         self.assertIsNotNone(self.bobs_profile.next_nag_date)
 
-    def test_it_does_not_touch_future_next_nag_dates(self):
-        original_nag_date = now() + timedelta(minutes=30)
+    def test_it_does_not_touch_already_set_next_nag_dates(self):
+        original_nag_date = now() - timedelta(minutes=30)
         self.profile.nag_period = timedelta(hours=1)
         self.profile.next_nag_date = original_nag_date
         self.profile.save()