diff --git a/pubsub/jetstream/jetstream.go b/pubsub/jetstream/jetstream.go
index 970329ac8..5e5c5288f 100644
--- a/pubsub/jetstream/jetstream.go
+++ b/pubsub/jetstream/jetstream.go
@@ -88,8 +88,26 @@ func (js *jetstreamPubSub) Features() []pubsub.Feature {
 }
 
 func (js *jetstreamPubSub) Publish(req *pubsub.PublishRequest) error {
-	js.l.Debugf("Publishing topic %v with data: %v", req.Topic, req.Data)
-	_, err := js.jsc.Publish(req.Topic, req.Data)
+	var opts []nats.PubOpt
+	var msgID string
+
+	event, err := pubsub.FromCloudEvent(req.Data, "", "", "", "")
+	if err != nil {
+		js.l.Debugf("error unmarshalling cloudevent: %v", err)
+	} else {
+		// Use the cloudevent id as the Nats-MsgId for deduplication
+		if id, ok := event["id"].(string); ok {
+			msgID = id
+			opts = append(opts, nats.MsgId(msgID))
+		}
+	}
+
+	if msgID == "" {
+		js.l.Warn("empty message ID, Jetstream deduplication will not be possible")
+	}
+
+	js.l.Debugf("Publishing to topic %v id: %s", req.Topic, msgID)
+	_, err = js.jsc.Publish(req.Topic, req.Data, opts...)
 
 	return err
 }