diff --git a/docs/automation-rules.rst b/docs/automation-rules.rst
index 66ce2896ac2..236ee90e78f 100644
--- a/docs/automation-rules.rst
+++ b/docs/automation-rules.rst
@@ -92,6 +92,12 @@ You can change the order using the up and down arrow buttons.
 
    New rules are added at the end (lower priority).
 
+Perform action on match
+-----------------------
+
+If this attribute is un-check,
+the action will be performed over versions that don't match the pattern.
+
 Examples
 --------
 
@@ -144,9 +150,7 @@ Activate all new tags and branches that start with ``v`` or ``V``
 Activate all new tags that don't contain the ``-nightly`` suffix
 ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
 
-.. TODO: update example if https://github.com/readthedocs/readthedocs.org/issues/6354 is approved.
-
-
-- Custom match: ``.*(?<!-nightly)$``
+- Perform action on match: ``False``
+- Custom match: ``-nightly$``
 - Version type: ``Tag``
 - Action: ``Activate version``
diff --git a/readthedocs/builds/forms.py b/readthedocs/builds/forms.py
index 4d71211a9a6..a4873fa1572 100644
--- a/readthedocs/builds/forms.py
+++ b/readthedocs/builds/forms.py
@@ -110,6 +110,7 @@ class Meta:
         model = RegexAutomationRule
         fields = [
             'description',
+            'on_match',
             'predefined_match_arg',
             'match_arg',
             'version_type',
@@ -128,6 +129,11 @@ def __init__(self, *args, **kwargs):
         self.project = kwargs.pop('project', None)
         super().__init__(*args, **kwargs)
 
+        # Remove the nullable option from the form.
+        # TODO: remove after migration.
+        self.fields['on_match'].widget = forms.CheckboxInput()
+        self.fields['on_match'].empty_value = False
+
         # Only list supported types
         self.fields['version_type'].choices = [
             (None, '-' * 9),
@@ -181,6 +187,7 @@ def save(self, commit=True):
             rule = RegexAutomationRule.objects.add_rule(
                 project=self.project,
                 description=self.cleaned_data['description'],
+                on_match=self.cleaned_data['on_match'],
                 match_arg=self.cleaned_data['match_arg'],
                 predefined_match_arg=self.cleaned_data['predefined_match_arg'],
                 version_type=self.cleaned_data['version_type'],
diff --git a/readthedocs/builds/managers.py b/readthedocs/builds/managers.py
index 32f2fc92ee3..92e63bfa7eb 100644
--- a/readthedocs/builds/managers.py
+++ b/readthedocs/builds/managers.py
@@ -194,8 +194,7 @@ class VersionAutomationRuleManager(PolymorphicManager):
     """
 
     def add_rule(
-        self, *, project, description, match_arg, version_type,
-        action, action_arg=None, predefined_match_arg=None,
+        self, *, project, description, match_arg, version_type, action, **kwargs,
     ):
         """
         Append an automation rule to `project`.
@@ -219,10 +218,9 @@ def add_rule(
             priority=priority,
             description=description,
             match_arg=match_arg,
-            predefined_match_arg=predefined_match_arg,
             version_type=version_type,
             action=action,
-            action_arg=action_arg,
+            **kwargs,
         )
         return rule
 
diff --git a/readthedocs/builds/migrations/0034_add_on_match_field.py b/readthedocs/builds/migrations/0034_add_on_match_field.py
new file mode 100644
index 00000000000..9056057e99d
--- /dev/null
+++ b/readthedocs/builds/migrations/0034_add_on_match_field.py
@@ -0,0 +1,18 @@
+# Generated by Django 2.2.16 on 2020-11-10 15:45
+
+from django.db import migrations, models
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ('builds', '0033_dont_cascade_delete_builds'),
+    ]
+
+    operations = [
+        migrations.AddField(
+            model_name='versionautomationrule',
+            name='on_match',
+            field=models.BooleanField(default=True, help_text="Perform this action when the pattern matches or when it doesn't match?", null=True, verbose_name='Perform action on match?'),
+        ),
+    ]
diff --git a/readthedocs/builds/models.py b/readthedocs/builds/models.py
index af20a2bdb3a..b9485915dcb 100644
--- a/readthedocs/builds/models.py
+++ b/readthedocs/builds/models.py
@@ -1014,6 +1014,13 @@ class VersionAutomationRule(PolymorphicModel, TimeStampedModel):
         related_name='automation_rules',
         on_delete=models.CASCADE,
     )
+    on_match = models.BooleanField(
+        _('Perform action on match?'),
+        # TODO: remove after migration.
+        null=True,
+        default=True,
+        help_text=_('Perform this action when the pattern matches or when it doesn\'t match?'),
+    )
     priority = models.IntegerField(
         _('Rule priority'),
         help_text=_('A lower number (0) means a higher priority'),
@@ -1085,7 +1092,8 @@ def run(self, version, **kwargs):
             return False
 
         match, result = self.match(version, self.get_match_arg())
-        if match:
+        # TODO: remove the is None check after migration.
+        if bool(match) is (self.on_match is None or self.on_match):
             self.apply_action(version, result)
             AutomationRuleMatch.objects.register_match(
                 rule=self,
diff --git a/readthedocs/rtd_tests/tests/test_automation_rules.py b/readthedocs/rtd_tests/tests/test_automation_rules.py
index ef02ee9b1e9..ca60b90c6ca 100644
--- a/readthedocs/rtd_tests/tests/test_automation_rules.py
+++ b/readthedocs/rtd_tests/tests/test_automation_rules.py
@@ -96,6 +96,32 @@ def test_match(
         assert rule.run(version) is result
         assert rule.matches.all().count() == (1 if result else 0)
 
+    @pytest.mark.parametrize('type', [TAG, BRANCH])
+    def test_not_match(self, trigger_build, type):
+        version = get(
+            Version,
+            verbose_name='dont-match',
+            project=self.project,
+            active=False,
+            type=type,
+            built=False,
+        )
+        rule = get(
+            RegexAutomationRule,
+            project=self.project,
+            on_match=False,
+            priority=0,
+            match_arg='^match$',
+            action=VersionAutomationRule.ACTIVATE_VERSION_ACTION,
+            version_type=type,
+        )
+
+        assert rule.run(version) is True
+
+        version.verbose_name = 'match'
+        version.save()
+        assert rule.run(version) is False
+
     @pytest.mark.parametrize(
         'version_name,result',
         [