diff --git a/debian/rules b/debian/rules
index 9af02c8..3dafa7f 100755
--- a/debian/rules
+++ b/debian/rules
@@ -6,8 +6,11 @@ PKG = python-repoze.who
 DEB_PYTHON_INSTALL_ARGS_ALL += --single-version-externally-managed
 DEB_COMPRESS_EXCLUDE += .js
 
+BUILD_DATE = $(shell dpkg-parsechangelog --show-field Date)
+BUILD_DATE_FORMATTED = $(shell LC_ALL=C date --utc --date="$(BUILD_DATE)" "+%B %d, %Y")
+
 build/$(PKG)::
-	$(MAKE) -C docs/ html
+	$(MAKE) SPHINXOPTS="-D today="$(BUILD_DATE_FORMATTED)"" -C docs/ html
 
 cleanbuilddir/$(PKG)::
 	$(MAKE) -C docs/ clean