diff --git a/debian/changelog b/debian/changelog
index 28a2ab9e..4435dc08 100644
--- a/debian/changelog
+++ b/debian/changelog
@@ -1,3 +1,11 @@
+livecd-rootfs (2.613) UNRELEASED; urgency=medium
+
+  * 999-ubuntu-image-customization.chroot: use IMAGEFORMAT=none for the checks
+    instead of ubuntu-image, as that is what is used during ubuntu-image rootfs
+    builds.
+
+ -- Łukasz 'sil2100' Zemczak <lukasz.zemczak@ubuntu.com>  Thu, 19 Sep 2019 11:27:12 +0200
+
 livecd-rootfs (2.612) eoan; urgency=medium
 
   * Hopefully the last fix for 999-ubuntu-image-customization.chroot: use
diff --git a/live-build/auto/config b/live-build/auto/config
index 86fbcf7d..8addfd7b 100755
--- a/live-build/auto/config
+++ b/live-build/auto/config
@@ -405,6 +405,8 @@ case $IMAGEFORMAT in
 		;;
 
 	none)
+		# Currently the IMAGEFORMAT none format is used only for ubuntu-image
+		# targeted image builds which, currently, only target physical devices.
 		OPTS="${OPTS:+$OPTS }--chroot-filesystem $IMAGEFORMAT"
 		;;
 	*)
diff --git a/live-build/ubuntu-cpc/hooks.d/chroot/999-ubuntu-image-customization.chroot b/live-build/ubuntu-cpc/hooks.d/chroot/999-ubuntu-image-customization.chroot
index 57ddc00e..491bd863 100755
--- a/live-build/ubuntu-cpc/hooks.d/chroot/999-ubuntu-image-customization.chroot
+++ b/live-build/ubuntu-cpc/hooks.d/chroot/999-ubuntu-image-customization.chroot
@@ -3,12 +3,12 @@
 . /root/config/chroot
 
 # Specific ubuntu-image chroot configuration goes here.
-# Currently the ubuntu-image IMAGEFORMAT is equivalent to building an image
+# Currently the none IMAGEFORMAT is equivalent to building a rootfs for an image
 # for a physical device, not a cloud instance. For such images we want some
 # special cloud-init configuration that should not be happening for cloud
 # cases. This check should be changed to a per-MODEL/per-SUBARCH check once
 # we support building cloud images via ubuntu-image.
-if [ "$IMAGEFORMAT" == "ubuntu-image" ]; then
+if [ "$IMAGEFORMAT" == "none" ]; then
     # If the cloud does not provide a meta-data service this should be run
     # This will setup a nocloud datasource on the boot partition.
     # This is the default behavior for our ubuntu-image built preinstalled