diff --git a/board/main.c b/board/main.c
index 567795d6259e00..dcf6e668bd1b9b 100644
--- a/board/main.c
+++ b/board/main.c
@@ -282,11 +282,14 @@ int usb_cb_control_msg(USB_Setup_TypeDef *setup, uint8_t *resp, bool hardwired)
       // so it's blocked over wifi
       switch (setup->b.wValue.w) {
         case 0:
-          if (hardwired) {
-            puts("-> entering bootloader\n");
-            enter_bootloader_mode = ENTER_BOOTLOADER_MAGIC;
-            NVIC_SystemReset();
-          }
+          // only allow bootloader entry on debug builds
+          #ifdef ALLOW_DEBUG
+            if (hardwired) {
+              puts("-> entering bootloader\n");
+              enter_bootloader_mode = ENTER_BOOTLOADER_MAGIC;
+              NVIC_SystemReset();
+            }
+          #endif
           break;
         case 1:
           puts("-> entering softloader\n");