diff --git a/dvc/analytics.py b/dvc/analytics.py
index beeeb3525..bb62483ff 100644
--- a/dvc/analytics.py
+++ b/dvc/analytics.py
@@ -2,7 +2,7 @@ import json
 import logging
 import os
 
-from .env import DVC_ANALYTICS
+from .env import DVC_NO_ANALYTICS
 
 logger = logging.getLogger(__name__)
 
@@ -44,8 +44,8 @@ def is_enabled():
     if env2bool("DVC_TEST"):
         return False
 
-    enabled = env2bool(DVC_ANALYTICS, None)
-    if enabled is None:
+    enabled = not os.getenv(DVC_NO_ANALYTICS)
+    if enabled:
         enabled = to_bool(
             Config(validate=False).get("core", {}).get("analytics", "true")
         )
diff --git a/dvc/env.py b/dvc/env.py
index 1974321a0..2839772c6 100644
--- a/dvc/env.py
+++ b/dvc/env.py
@@ -9,4 +9,4 @@ DVCLIVE_RESUME = "DVCLIVE_RESUME"
 DVC_IGNORE_ISATTY = "DVC_IGNORE_ISATTY"
 DVC_EXP_GIT_REMOTE = "DVC_EXP_GIT_REMOTE"
 DVC_EXP_AUTO_PUSH = "DVC_EXP_AUTO_PUSH"
-DVC_ANALYTICS = "DVC_ANALYTICS"
+DVC_NO_ANALYTICS = "DVC_NO_ANALYTICS"
diff --git a/tests/unit/test_analytics.py b/tests/unit/test_analytics.py
index a91cb3e00..e630ef944 100644
--- a/tests/unit/test_analytics.py
+++ b/tests/unit/test_analytics.py
@@ -87,7 +87,7 @@ def test_is_enabled(dvc, config, result, monkeypatch, tmp_global_dir):
 
     # reset DVC_TEST env var, which affects `is_enabled()`
     monkeypatch.delenv("DVC_TEST")
-    monkeypatch.delenv("DVC_ANALYTICS", raising=False)
+    monkeypatch.delenv("DVC_NO_ANALYTICS", raising=False)
 
     assert result == analytics.is_enabled()
 
@@ -96,20 +96,23 @@ def test_is_enabled(dvc, config, result, monkeypatch, tmp_global_dir):
     "config, env, result",
     [
         (None, None, True),
-        (None, "true", True),
-        (None, "false", False),
+        (None, "true", False),
+        (None, "false", False),  # only checking if env is set
         ("false", None, False),
-        ("false", "true", True),
+        ("false", "true", False),
         ("false", "false", False),
         ("true", None, True),
-        ("true", "true", True),
-        ("true", "false", False),
+        ("true", "true", False),
+        ("true", "false", False),  # we checking if env is set
     ],
 )
-def test_is_enabled_env(dvc, config, env, result, monkeypatch, tmp_global_dir):
+def test_is_enabled_env_neg(
+    dvc, config, env, result, monkeypatch, tmp_global_dir
+):
     # reset DVC_TEST env var, which affects `is_enabled()`
     monkeypatch.delenv("DVC_TEST")
-    monkeypatch.delenv("DVC_ANALYTICS", raising=False)
+    monkeypatch.delenv("DVC_NO_ANALYTICS", raising=False)
+
     with dvc.config.edit() as conf:
         conf["core"] = {}
 
@@ -120,7 +123,7 @@ def test_is_enabled_env(dvc, config, env, result, monkeypatch, tmp_global_dir):
             conf["core"] = {"analytics": config}
 
     if env is not None:
-        monkeypatch.setenv("DVC_ANALYTICS", env)
+        monkeypatch.setenv("DVC_NO_ANALYTICS", env)
 
     assert result == analytics.is_enabled()