diff --git a/prepare/action.yml b/prepare/action.yml
index 787c4bf..2362f2b 100644
--- a/prepare/action.yml
+++ b/prepare/action.yml
@@ -209,8 +209,9 @@ runs:
         git remote set-url origin "$authed_remote"
 
         if git rev-parse "$RELEASE_TAG" >/dev/null 2>&1 || git ls-remote --exit-code --tags origin "refs/tags/${RELEASE_TAG}" >/dev/null 2>&1; then
-          echo "Tag ${RELEASE_TAG} already exists; skipping commit/tag/push."
-          exit 0
+          echo "Tag ${RELEASE_TAG} already exists; no new tag can be pushed, so tag-triggered release publication will not run." >&2
+          echo "Choose a new version (or update changelog content so recommendation advances) and run Prepare Release again." >&2
+          exit 1
         fi
 
         for f in $GIT_ADD_FILES; do