diff --git a/doc/zmq_setsockopt.txt b/doc/zmq_setsockopt.txt
index fdc4217d..03023d4b 100644
--- a/doc/zmq_setsockopt.txt
+++ b/doc/zmq_setsockopt.txt
@@ -385,6 +385,20 @@ Default value:: 0
 Applicable socket types:: ZMQ_ROUTER
 
 
+ZMQ_XPUB_VERBOSE: Set the XPUB socket behavior
+~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
+
+Sets the 'XPUB' socket behavior on new subscriptions. A value of '0' is the default
+and passes only new subscription messages to upstream. A value of '1' passes all
+subscription messages upstream.
+
+[horizontal]
+Option value type:: int
+Option value unit:: 0, 1
+Default value:: 0
+Applicable socket types:: ZMQ_XPUB
+
+
 ZMQ_TCP_KEEPALIVE: Override SO_KEEPALIVE socket option
 ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
 Override 'SO_KEEPALIVE' socket option(where supported by OS).
diff --git a/include/zmq.h b/include/zmq.h
index 26d89e84..26beeca8 100644
--- a/include/zmq.h
+++ b/include/zmq.h
@@ -249,6 +249,7 @@ ZMQ_EXPORT int zmq_msg_set (zmq_msg_t *msg, int option, int optval);
 #define ZMQ_TCP_KEEPALIVE_INTVL 37
 #define ZMQ_TCP_ACCEPT_FILTER 38
 #define ZMQ_DELAY_ATTACH_ON_CONNECT 39
+#define ZMQ_XPUB_VERBOSE 40
 
 /*  Message options                                                           */
 #define ZMQ_MORE 1
diff --git a/src/xpub.cpp b/src/xpub.cpp
index 2081545c..e446f0f0 100644
--- a/src/xpub.cpp
+++ b/src/xpub.cpp
@@ -28,6 +28,7 @@
 
 zmq::xpub_t::xpub_t (class ctx_t *parent_, uint32_t tid_, int sid_) :
     socket_base_t (parent_, tid_, sid_),
+    verbose(false),
     more (false)
 {
     options.type = ZMQ_XPUB;
@@ -70,7 +71,7 @@ void zmq::xpub_t::xread_activated (pipe_t *pipe_)
 
             //  If the subscription is not a duplicate store it so that it can be
             //  passed to used on next recv call.
-            if (unique && options.type != ZMQ_PUB)
+            if (options.type == ZMQ_XPUB && (unique || verbose))
                 pending.push_back (blob_t (data, size));
         }
 
@@ -83,6 +84,21 @@ void zmq::xpub_t::xwrite_activated (pipe_t *pipe_)
     dist.activated (pipe_);
 }
 
+int zmq::xpub_t::xsetsockopt (int option_, const void *optval_,
+    size_t optvallen_)
+{
+    if (option_ != ZMQ_XPUB_VERBOSE) {
+        errno = EINVAL;
+        return -1;
+    }
+    if (optvallen_ != sizeof (int) || *static_cast <const int*> (optval_) < 0) {
+        errno = EINVAL;
+        return -1;
+    }
+    verbose = *static_cast <const int*> (optval_);
+    return 0;
+}
+
 void zmq::xpub_t::xterminated (pipe_t *pipe_)
 {
     //  Remove the pipe from the trie. If there are topics that nobody
diff --git a/src/xpub.hpp b/src/xpub.hpp
index 92a589a5..045253d5 100644
--- a/src/xpub.hpp
+++ b/src/xpub.hpp
@@ -54,6 +54,7 @@ namespace zmq
         bool xhas_in ();
         void xread_activated (zmq::pipe_t *pipe_);
         void xwrite_activated (zmq::pipe_t *pipe_);
+        int xsetsockopt (int option_, const void *optval_, size_t optvallen_);
         void xterminated (zmq::pipe_t *pipe_);
 
     private:
@@ -72,6 +73,10 @@ namespace zmq
         //  Distributor of messages holding the list of outbound pipes.
         dist_t dist;
 
+        // If true, send all subscription messages upstream, not just
+        // unique ones
+        bool verbose;
+
         //  True if we are in the middle of sending a multi-part message.
         bool more;