diff --git a/ee/app/models/license.rb b/ee/app/models/license.rb
index 0104ea9becd661f3b56bec8f7c723fceab2626e4..c072c6144ea19f2e92e5ec7dc3e314c7806a9054 100644
--- a/ee/app/models/license.rb
+++ b/ee/app/models/license.rb
@@ -95,6 +95,7 @@ class License < ActiveRecord::Base
     tracing
     insights
     web_ide_terminal
+    incident_management
   ]
   EEU_FEATURES.freeze
 
diff --git a/ee/app/services/projects/prometheus/alerts/notify_service.rb b/ee/app/services/projects/prometheus/alerts/notify_service.rb
index bb2ba6cdbbdd8fe0de0623246e5d4a4519067a77..81b979e6ef2da2416475f13978c959fd42d1a226 100644
--- a/ee/app/services/projects/prometheus/alerts/notify_service.rb
+++ b/ee/app/services/projects/prometheus/alerts/notify_service.rb
@@ -8,7 +8,7 @@ def execute(token)
           return false unless valid_version?
           return false unless valid_alert_manager_token?(token)
 
-          send_alert_email(project, firings) if firings.any?
+          send_alert_email if send_email?
           persist_events(project, params)
 
           true
@@ -16,6 +16,23 @@ def execute(token)
 
         private
 
+        def has_incident_management_license?
+          project.feature_available?(:incident_management)
+        end
+
+        def incident_management_feature_enabled?
+          Feature.enabled?(:incident_management)
+        end
+
+        def send_email?
+          return firings.any? unless incident_management_feature_enabled? &&
+              has_incident_management_license?
+
+          setting = project.incident_management_setting || project.build_incident_management_setting
+
+          setting.send_email && firings.any?
+        end
+
         def firings
           @firings ||= alerts_by_status('firing')
         end
@@ -89,7 +106,7 @@ def compare_token(expected, actual)
           ActiveSupport::SecurityUtils.variable_size_secure_compare(expected, actual)
         end
 
-        def send_alert_email(projects, firing_alerts)
+        def send_alert_email
           notification_service
             .async
             .prometheus_alerts_fired(project, firings)
diff --git a/ee/spec/services/projects/prometheus/alerts/notify_service_spec.rb b/ee/spec/services/projects/prometheus/alerts/notify_service_spec.rb
index 82d08308938f72e2787018e00a0df5b9e88edbb6..29b48135c57f107420e9bfe5df50a8a4d883d0f5 100644
--- a/ee/spec/services/projects/prometheus/alerts/notify_service_spec.rb
+++ b/ee/spec/services/projects/prometheus/alerts/notify_service_spec.rb
@@ -9,9 +9,13 @@
   let(:token_input) { 'token' }
   let(:subject) { service.execute(token_input) }
 
-  shared_examples 'notifies alerts' do
+  before do
+    # We use `set(:project)` so we make sure to clear caches
+    project.clear_memoization(:licensed_feature_available)
+  end
+
+  shared_examples 'sends notification email' do
     let(:notification_service) { spy }
-    let(:create_events_service) { spy }
 
     it 'sends a notification for firing alerts only' do
       expect(NotificationService)
@@ -23,6 +27,10 @@
 
       expect(subject).to eq(true)
     end
+  end
+
+  shared_examples 'persists events' do
+    let(:create_events_service) { spy }
 
     it 'persists events' do
       expect(Projects::Prometheus::Alerts::CreateEventsService)
@@ -36,6 +44,11 @@
     end
   end
 
+  shared_examples 'notifies alerts' do
+    it_behaves_like 'sends notification email'
+    it_behaves_like 'persists events'
+  end
+
   shared_examples 'no notifications' do
     let(:notification_service) { spy }
     let(:create_events_service) { spy }
@@ -73,6 +86,8 @@
 
       with_them do
         before do
+          stub_feature_flags(incident_management: false)
+
           cluster = create(:cluster, :provided_by_user,
                            projects: [project],
                            enabled: cluster_enabled)
@@ -112,6 +127,8 @@
       end
 
       before do
+        stub_feature_flags(incident_management: false)
+
         stub_licensed_features(multiple_clusters: true)
 
         create(:clusters_applications_prometheus, :installed,
@@ -152,6 +169,8 @@
         let(:alert_manager_token) { token_input }
 
         before do
+          stub_feature_flags(incident_management: false)
+
           create(:prometheus_service, project: project)
 
           if alerting_setting
@@ -171,6 +190,66 @@
         end
       end
     end
+
+    context 'incident_management feature flag disabled' do
+      before do
+        create(:prometheus_service, project: project)
+        create(:project_alerting_setting, project: project, token: token)
+        create(:project_incident_management_setting, send_email: true, project: project)
+
+        stub_feature_flags(incident_management: false)
+      end
+
+      it_behaves_like 'notifies alerts'
+    end
+
+    context 'no incident_management license' do
+      before do
+        create(:prometheus_service, project: project)
+        create(:project_alerting_setting, project: project, token: token)
+        create(:project_incident_management_setting, send_email: true, project: project)
+
+        stub_licensed_features(incident_management: false)
+      end
+
+      it_behaves_like 'notifies alerts'
+    end
+
+    context 'with incident_management license' do
+      before do
+        create(:prometheus_service, project: project)
+        create(:project_alerting_setting, project: project, token: token)
+
+        stub_licensed_features(incident_management: true)
+      end
+
+      context 'when incident_management_setting does not exist' do
+        it_behaves_like 'notifies alerts'
+      end
+
+      context 'when incident_management_setting.send_email is true' do
+        before do
+          create(:project_incident_management_setting, send_email: true, project: project)
+        end
+
+        it_behaves_like 'notifies alerts'
+      end
+
+      context 'incident_management_setting.send_email is false' do
+        before do
+          create(:project_incident_management_setting, send_email: false, project: project)
+        end
+
+        it_behaves_like 'persists events'
+
+        it 'does not send notification' do
+          expect(project.feature_available?(:incident_management)).to eq(true)
+          expect(NotificationService).not_to receive(:new)
+
+          expect(subject).to eq(true)
+        end
+      end
+    end
   end
 
   context 'with invalid payload' do