diff --git a/changelog.d/2971.change.rst b/changelog.d/2971.change.rst
new file mode 100644
index 0000000000..47b0ecee03
--- /dev/null
+++ b/changelog.d/2971.change.rst
@@ -0,0 +1 @@
+``upload_docs`` command is deprecated once again.
diff --git a/setuptools/command/upload_docs.py b/setuptools/command/upload_docs.py
index a5480005c7..3263f07f48 100644
--- a/setuptools/command/upload_docs.py
+++ b/setuptools/command/upload_docs.py
@@ -59,6 +59,9 @@ def initialize_options(self):
         self.target_dir = None
 
     def finalize_options(self):
+        log.warn(
+            "Upload_docs command is deprecated. Use Read the Docs "
+            "(https://readthedocs.org) instead.")
         upload.finalize_options(self)
         if self.upload_dir is None:
             if self.has_sphinx():
@@ -70,8 +73,6 @@ def finalize_options(self):
         else:
             self.ensure_dirname('upload_dir')
             self.target_dir = self.upload_dir
-        if 'pypi.python.org' in self.repository:
-            log.warn("Upload_docs command is deprecated for PyPi. Use RTD instead.")
         self.announce('Using upload directory %s' % self.target_dir)
 
     def create_zipfile(self, filename):