diff --git a/easy-watermark.php b/easy-watermark.php
index f684ac5..e1b5aa2 100644
--- a/easy-watermark.php
+++ b/easy-watermark.php
@@ -6,7 +6,7 @@
  * Author URI: https://bracketspace.com/
  * Text Domain: easy-watermark
  * Domain Path: /languages
- * Version: 1.0.9
+ * Version: 1.0.10
  * License: GPLv3 or later
  *
  * @package easy-watermark
diff --git a/readme.txt b/readme.txt
index 236c707..165ed49 100644
--- a/readme.txt
+++ b/readme.txt
@@ -5,7 +5,7 @@ Tags: watermark, image, picture, photo, media, gallery, signature, transparent,
 Requires at least: 4.6
 Requires PHP: 5.6
 Tested up to: 5.6
-Stable tag: 1.0.9
+Stable tag: 1.0.10
 License: GPLv3 or later
 License URI: https://www.gnu.org/licenses/gpl-3.0.html
 Text Domain: easy-watermark
@@ -118,6 +118,10 @@ All available placeholders are listed in a box titled 'Placeholders' displayed w
 
 == Changelog ==
 
+= 1.0.10 =
+* [Added] Role existence checks during plugin activation.
+* [Added] Filter to prevent applying certain watermark.
+
 = 1.0.9 =
 * [Fixed] Translated view file names causing `missing view` errors.
 * [Fixed] Errors occuring on the first plugin activation.
diff --git a/src/classes/Core/Installer.php b/src/classes/Core/Installer.php
index 24ef5eb..b9027d0 100644
--- a/src/classes/Core/Installer.php
+++ b/src/classes/Core/Installer.php
@@ -37,29 +37,34 @@ public static function activate() {
 
 		$admin = get_role( 'administrator' );
 
-		$admin->add_cap( 'edit_watermark' );
-		$admin->add_cap( 'edit_watermarks' );
-		$admin->add_cap( 'edit_others_watermarks' );
-		$admin->add_cap( 'delete_watermarks' );
-		$admin->add_cap( 'delete_others_watermarks' );
-		$admin->add_cap( 'apply_watermark' );
+		if ( $admin ) {
+			$admin->add_cap( 'edit_watermark' );
+			$admin->add_cap( 'edit_watermarks' );
+			$admin->add_cap( 'edit_others_watermarks' );
+			$admin->add_cap( 'delete_watermarks' );
+			$admin->add_cap( 'delete_others_watermarks' );
+			$admin->add_cap( 'apply_watermark' );
+		}
 
 		$editor = get_role( 'editor' );
 
-		$editor->add_cap( 'edit_watermark' );
-		$editor->add_cap( 'edit_watermarks' );
-		$editor->add_cap( 'edit_others_watermarks' );
-		$editor->add_cap( 'delete_watermarks' );
-		$editor->add_cap( 'delete_others_watermarks' );
-		$editor->add_cap( 'apply_watermark' );
+		if ( $editor ) {
+			$editor->add_cap( 'edit_watermark' );
+			$editor->add_cap( 'edit_watermarks' );
+			$editor->add_cap( 'edit_others_watermarks' );
+			$editor->add_cap( 'delete_watermarks' );
+			$editor->add_cap( 'delete_others_watermarks' );
+			$editor->add_cap( 'apply_watermark' );
+		}
 
 		$author = get_role( 'author' );
 
-		$author->add_cap( 'edit_watermark' );
-		$author->add_cap( 'edit_watermarks' );
-		$author->add_cap( 'delete_watermarks' );
-		$author->add_cap( 'apply_watermark' );
-
+		if ( $author ) {
+			$author->add_cap( 'edit_watermark' );
+			$author->add_cap( 'edit_watermarks' );
+			$author->add_cap( 'delete_watermarks' );
+			$author->add_cap( 'apply_watermark' );
+		}
 	}
 
 	/**
@@ -121,6 +126,8 @@ public static function uninstall() {
 	 */
 	public static function update( $from, $defaults ) {
 
+		update_option( Plugin::get()->get_slug() . '-version', Plugin::get()->get_version() );
+
 		flush_rewrite_rules();
 
 		if ( version_compare( $from, '1.0.0', '>=' ) ) {
@@ -228,8 +235,6 @@ public static function update( $from, $defaults ) {
 
 		self::update_backup_info();
 
-		update_option( Plugin::get()->get_slug() . '-version', Plugin::get()->get_version() );
-
 	}
 
 	/**
diff --git a/src/classes/Watermark/Handler.php b/src/classes/Watermark/Handler.php
index 19bc89d..3c47a72 100644
--- a/src/classes/Watermark/Handler.php
+++ b/src/classes/Watermark/Handler.php
@@ -223,31 +223,43 @@ public function apply_watermarks( $attachment_id, $watermarks, $meta = [] ) {
 			return false;
 		}
 
-		$error = new WP_Error();
-
-		$this->resolver->reset();
-		$this->resolver->set_attachment( $attachment );
-
 		$applied_watermarks = get_post_meta( $attachment_id, '_ew_applied_watermarks', true );
 
 		if ( ! is_array( $applied_watermarks ) ) {
 			$applied_watermarks = [];
 		}
 
-		$watermarks = array_filter( $watermarks, function( $watermark ) use ( $applied_watermarks ) {
-			return ! array_key_exists( $watermark->ID, $applied_watermarks );
-		} );
-
 		if ( empty( $meta ) ) {
 			$meta = get_post_meta( $attachment_id, '_wp_attachment_metadata', true );
 		}
 
+		$error = new WP_Error();
+
 		if ( ! $meta ) {
 			$error->add( 'empty_metadata', __( 'You try to watermark an item that doesn\'t exist. Please refresh the page and try again.', 'easy-watermark' ) );
 
 			return $error;
 		}
 
+		$watermarks = array_filter( $watermarks, function( $watermark ) use ( $attachment_id, $attachment, $meta, $applied_watermarks ) {
+			if ( array_key_exists( $watermark->ID, $applied_watermarks ) ) {
+				return false;
+			}
+
+			/**
+			 * This filter allows to programatically prevent watermarking certain
+			 * attachment if `false` returned from attached function.
+			 *
+			 * @param boolean   $should_apply       Whether the image should be watermarked. Return false to prevent watermarking.
+			 * @param Watermark $watermark          Watermark object.
+			 * @param integer   $attachment_id      Attachment ID.
+			 * @param WP_Post   $attachment         Attachment post.
+			 * @param array     $meta               Attachment metadata.
+			 * @param array     $applied_watermarks Array containing all watermarks applied to this attaachment.
+			 */
+			return apply_filters( 'easy-watermark/should-apply-watermark', true, $watermark, $attachment_id, $attachment, $meta, $applied_watermarks );
+		} );
+
 		$filepath = get_attached_file( $attachment_id );
 		$sizes    = $meta['sizes'];
 		$baename  = wp_basename( $meta['file'] );
@@ -257,6 +269,9 @@ public function apply_watermarks( $attachment_id, $watermarks, $meta = [] ) {
 			'mime-type' => $attachment->post_mime_type,
 		];
 
+		$this->resolver->reset();
+		$this->resolver->set_attachment( $attachment );
+
 		$this->do_backup( $attachment_id );
 
 		foreach ( $sizes as $size => $image ) {