diff --git a/r2/r2/models/link.py b/r2/r2/models/link.py
index c6d9a249b..6bac0f3f7 100644
--- a/r2/r2/models/link.py
+++ b/r2/r2/models/link.py
@@ -1088,7 +1088,7 @@ class Message(Thing, Printable):
                     queries.set_unread(item.lookups[0],
                                        c.user, False)
             else:
-                item.new = (item._fullname in mod_unread)
+                item.new = (item._fullname in mod_unread and not item.to_id)
 
             item.score_fmt = Score.none