diff --git a/openpype/plugins/publish/validate_version.py b/openpype/plugins/publish/validate_version.py
index b91633430f..9cda4dae90 100644
--- a/openpype/plugins/publish/validate_version.py
+++ b/openpype/plugins/publish/validate_version.py
@@ -1,4 +1,5 @@
 import pyblish.api
+from openpype.pipeline.publish import PublishValidationError
 
 
 class ValidateVersion(pyblish.api.InstancePlugin):
@@ -20,11 +21,25 @@ class ValidateVersion(pyblish.api.InstancePlugin):
         version = instance.data.get("version")
         latest_version = instance.data.get("latestVersion")
 
-        if latest_version is not None:
+        if latest_version is not None and int(version) <= int(latest_version):
+            # TODO: Remove full non-html version upon drop of old publisher
             msg = (
-                "Version `{0}` from instance `{1}` that you are trying to"
-                " publish, already exists in the database. Version in"
-                " database: `{2}`. Please version up your workfile to a higher"
-                " version number than: `{2}`."
+                "Version '{0}' from instance '{1}' that you are "
+                " trying to publish is lower or equal to an existing version "
+                " in the database. Version in database: '{2}'."
+                "Please version up your workfile to a higher version number "
+                "than: '{2}'."
             ).format(version, instance.data["name"], latest_version)
-            assert (int(version) > int(latest_version)), msg
+
+            msg_html = (
+                "Version <b>{0}</b> from instance <b>{1}</b> that you are "
+                " trying to publish is lower or equal to an existing version "
+                " in the database. Version in database: <b>{2}</b>.<br><br>"
+                "Please version up your workfile to a higher version number "
+                "than: <b>{2}</b>."
+            ).format(version, instance.data["name"], latest_version)
+            raise PublishValidationError(
+                title="Higher version of publish already exists",
+                message=msg,
+                description=msg_html
+            )