diff --git a/app/models/project.rb b/app/models/project.rb
index e14c1ebf..ab21f4da 100644
--- a/app/models/project.rb
+++ b/app/models/project.rb
@@ -92,6 +92,11 @@ class Project < ActiveRecord::Base
   end
 
   def execute_web_hooks(oldrev, newrev, ref)
+    ref_parts = ref.split('/')
+
+    # Return if this is not a push to a branch (e.g. new commits)
+    return if ref_parts[1] !~ /heads/ || oldrev == "00000000000000000000000000000000"
+
     data = web_hook_data(oldrev, newrev, ref)
     web_hooks.each { |web_hook| web_hook.execute(data) }
   end
diff --git a/spec/models/project_spec.rb b/spec/models/project_spec.rb
index 0afb73f8..242461d0 100644
--- a/spec/models/project_spec.rb
+++ b/spec/models/project_spec.rb
@@ -91,10 +91,31 @@ describe Project do
         @webhook.should_receive(:execute).once
         @webhook_2.should_receive(:execute).once
 
-        project.execute_web_hooks('oldrev', 'newrev', 'ref')
+        project.execute_web_hooks('oldrev', 'newrev', 'refs/heads/master')
       end
     end
 
+    context "does not execute web hooks" do
+      before do
+        @webhook = Factory(:web_hook)
+        project.web_hooks << [@webhook]
+      end
+
+      it "when pushing a branch for the first time" do
+        @webhook.should_not_receive(:execute)
+        project.execute_web_hooks('00000000000000000000000000000000', 'newrev', 'refs/heads/mster')
+      end
+
+      it "when pushing tags" do
+        @webhook.should_not_receive(:execute)
+        project.execute_web_hooks('oldrev', 'newrev', 'refs/tags/v1.0.0')
+      end
+    end
+
+    context "when pushing new branches" do
+
+    end
+
     context "when gathering commit data" do
       before do
         @oldrev, @newrev, @ref = project.fresh_commits(2).last.sha, project.fresh_commits(2).first.sha, 'refs/heads/master'