diff --git a/lib/transmutation/association.rb b/lib/transmutation/association.rb
new file mode 100644
index 0000000..70b4b13
--- /dev/null
+++ b/lib/transmutation/association.rb
@@ -0,0 +1,26 @@
+# frozen_string_literal: true
+
+module Transmutation
+  # @api private
+  class Association < Attribute
+    def as_json(json_options = {})
+      serializer
+        .serialize(super, **options.slice(:namespace, :serializer), depth: depth + 1, max_depth:)
+        .as_json(json_options)
+    end
+
+    def included?
+      depth + 1 <= max_depth && super
+    end
+
+    private
+
+    def depth
+      serializer.send(:depth)
+    end
+
+    def max_depth
+      serializer.send(:max_depth)
+    end
+  end
+end
diff --git a/lib/transmutation/attribute.rb b/lib/transmutation/attribute.rb
new file mode 100644
index 0000000..e727498
--- /dev/null
+++ b/lib/transmutation/attribute.rb
@@ -0,0 +1,42 @@
+# frozen_string_literal: true
+
+module Transmutation
+  # @api private
+  class Attribute
+    attr_reader :name, :options, :block, :serializer
+
+    def initialize(name, **options, &block)
+      @name = name
+      @options = options
+      @block = block || -> { object.send(name) }
+    end
+
+    def with_serializer(serializer)
+      @serializer = serializer
+      self
+    end
+
+    def as_json(_options = {})
+      serializer.instance_exec(&block)
+    end
+
+    def included?
+      evaluate_condition(options[:if]) && !evaluate_condition(options[:unless], default: false)
+    end
+
+    private
+
+    def evaluate_condition(condition, default: true)
+      case condition
+      when Symbol
+        callable = serializer.method(condition)
+      when Proc
+        callable = condition
+      when nil
+        return default
+      end
+
+      serializer.instance_exec(*([as_json] * callable.arity), &callable)
+    end
+  end
+end
diff --git a/lib/transmutation/serializer.rb b/lib/transmutation/serializer.rb
index 3126864..92c2563 100644
--- a/lib/transmutation/serializer.rb
+++ b/lib/transmutation/serializer.rb
@@ -20,10 +20,14 @@ class Serializer
 
     include Transmutation::Serialization
 
+    attr_reader :attributes
+
     def initialize(object, depth: 0, max_depth: 1)
       @object = object
       @depth = depth
       @max_depth = max_depth
+
+      @attributes = attributes_config.transform_values { _1.dup.with_serializer(self) }
     end
 
     def to_json(options = {})
@@ -31,12 +35,8 @@ def to_json(options = {})
     end
 
     def as_json(options = {})
-      attributes_config.each_with_object({}) do |(attr_name, attr_options), hash|
-        if attr_options[:association]
-          hash[attr_name.to_s] = instance_exec(&attr_options[:block]).as_json(options) if @depth + 1 <= @max_depth
-        else
-          hash[attr_name.to_s] = attr_options[:block] ? instance_exec(&attr_options[:block]) : object.send(attr_name)
-        end
+      attributes.each_with_object({}) do |(attribute_name, attribute), hash|
+        hash[attribute_name.to_s] = attribute.as_json(options) if attribute.included?
       end
     end
 
@@ -44,19 +44,29 @@ class << self
       # Define an attribute to be serialized
       #
       # @param attribute_name [Symbol] The name of the attribute to serialize
+      # @param if [Symbol, Proc] The condition to check before serializing the attribute
+      # @param unless [Symbol, Proc] The condition to check before serializing the attribute
       # @yield [object] The block to call to get the value of the attribute
       #   - The block is called in the context of the serializer instance
       #
       # @example
       #   class UserSerializer < Transmutation::Serializer
       #     attribute :first_name
+      #     attribute :age, if: -> (value) { value && value >= 18 }
+      #     attributes :email, :phone_number, if: :some_feature_flag
       #
       #     attribute :full_name do
       #       "#{object.first_name} #{object.last_name}".strip
       #     end
+      #
+      #     private
+      #
+      #     def some_feature_flag
+      #       ENV["FEATURE_FLAG__CONTACT_DETAILS"].present?
+      #     end
       #   end
-      def attribute(attribute_name, &block)
-        attributes_config[attribute_name] = { block: }
+      def attribute(attribute_name, if: nil, unless: nil, &block)
+        attributes_config[attribute_name] = Attribute.new(attribute_name, if:, unless:, &block)
       end
 
       # Define an association to be serialized
@@ -64,6 +74,8 @@ def attribute(attribute_name, &block)
       # @note By default, the serializer for the association is looked up in the same namespace as the serializer
       #
       # @param association_name [Symbol] The name of the association to serialize
+      # @param if [Symbol, Proc] The condition to check before serializing the attribute
+      # @param unless [Symbol, Proc] The condition to check before serializing the attribute
       # @param namespace [String, Symbol, Module] The namespace to lookup the association's serializer in
       # @param serializer [String, Symbol, Class] The serializer to use for the association's serialization
       # @yield [object] The block to call to get the value of the association
@@ -78,14 +90,9 @@ def attribute(attribute_name, &block)
       #       object.posts.archived
       #     end
       #   end
-      def association(association_name, namespace: nil, serializer: nil, &custom_block)
-        block = lambda do
-          association_instance = custom_block ? instance_exec(&custom_block) : object.send(association_name)
-
-          serialize(association_instance, namespace:, serializer:, depth: @depth + 1, max_depth: @max_depth)
-        end
-
-        attributes_config[association_name] = { block:, association: true }
+      def association(association_name, if: nil, unless: nil, namespace: nil, serializer: nil, &block)
+        attributes_config[association_name] =
+          Association.new(association_name, if:, unless:, namespace:, serializer:, &block)
       end
 
       # Shorthand for defining multiple attributes
@@ -125,7 +132,7 @@ def associations(*association_names, **, &)
 
     class_attribute :attributes_config, instance_writer: false, default: {}
 
-    attr_reader :object
+    attr_reader :object, :depth, :max_depth
 
     private_class_method def self.inherited(subclass)
       super
diff --git a/spec/system/dummy/models/user.rb b/spec/system/dummy/models/user.rb
index 859dcb5..e5775a7 100644
--- a/spec/system/dummy/models/user.rb
+++ b/spec/system/dummy/models/user.rb
@@ -1,12 +1,13 @@
 # frozen_string_literal: true
 
 class User
-  attr_accessor :id, :first_name, :last_name
+  attr_accessor :id, :first_name, :last_name, :age
 
-  def initialize(id:, first_name:, last_name:)
+  def initialize(id:, first_name:, last_name:, age:)
     self.id = id
     self.first_name = first_name
     self.last_name = last_name
+    self.age = age
   end
 
   def posts
@@ -23,10 +24,10 @@ def comments
 
   def self.all
     [
-      User.new(id: 1, first_name: "John", last_name: "Doe"),
-      User.new(id: 2, first_name: "Jane", last_name: "Doe"),
-      User.new(id: 3, first_name: "Adam", last_name: "Smith"),
-      User.new(id: 4, first_name: "Eve", last_name: "Smith")
+      User.new(id: 1, first_name: "John", last_name: "Doe", age: 18),
+      User.new(id: 2, first_name: "Jane", last_name: "Doe", age: 17),
+      User.new(id: 3, first_name: "Adam", last_name: "Smith", age: 30),
+      User.new(id: 4, first_name: "Eve", last_name: "Smith", age: 28)
     ]
   end
 
diff --git a/spec/system/dummy/serializers/api/v1/detailed/user_serializer.rb b/spec/system/dummy/serializers/api/v1/detailed/user_serializer.rb
index 6b3d9a2..1adf503 100644
--- a/spec/system/dummy/serializers/api/v1/detailed/user_serializer.rb
+++ b/spec/system/dummy/serializers/api/v1/detailed/user_serializer.rb
@@ -5,6 +5,7 @@ module V1
     module Detailed
       class UserSerializer < Api::V1::UserSerializer
         attributes :first_name, :last_name
+        attribute :age, if: ->(value) { value >= 18 }
 
         has_many :posts, :comments, namespace: "::Api::V1"
 
diff --git a/spec/system/dummy/serializers/api/v1/post_serializer.rb b/spec/system/dummy/serializers/api/v1/post_serializer.rb
index 6e124d0..d43439c 100644
--- a/spec/system/dummy/serializers/api/v1/post_serializer.rb
+++ b/spec/system/dummy/serializers/api/v1/post_serializer.rb
@@ -4,6 +4,16 @@ module Api
   module V1
     class PostSerializer < Transmutation::Serializer
       attributes :id, :title
+
+      attribute :published, if: :first_user? do
+        !object.published_at.nil?
+      end
+
+      private
+
+      def first_user?
+        object.user_id == 1
+      end
     end
   end
 end
diff --git a/spec/system/rendering_spec.rb b/spec/system/rendering_spec.rb
index df0a029..67dc56d 100644
--- a/spec/system/rendering_spec.rb
+++ b/spec/system/rendering_spec.rb
@@ -28,16 +28,17 @@
           "first_name" => "John",
           "last_name" => "Doe",
           "full_name" => "John Doe",
+          "age" => 18,
           "posts" => [
-            { "id" => 1, "title" => "First post" },
-            { "id" => 3, "title" => "Second post!?" }
+            { "id" => 1, "title" => "First post", "published" => true },
+            { "id" => 3, "title" => "Second post!?", "published" => false }
           ],
           "comments" => [
             { "id" => 1, "body" => "First!" },
             { "id" => 3, "body" => "Third!" }
           ],
           "published_posts" => [
-            { "id" => 1, "title" => "First post" }
+            { "id" => 1, "title" => "First post", "published" => true }
           ]
         }
       end
@@ -45,6 +46,30 @@
       it "returns a user serialized with the Api::V1::Detailed::UserSerializer" do
         expect(controller.show(1)).to eq(expected_json)
       end
+
+      context "with a conditional attribute excluded" do
+        let(:expected_json) do
+          {
+            "id" => 2,
+            "first_name" => "Jane",
+            "last_name" => "Doe",
+            "full_name" => "Jane Doe",
+            "posts" => [
+              { "id" => 2, "title" => "How does this work?" }
+            ],
+            "comments" => [
+              { "body" => "Second!", "id" => 2 }
+            ],
+            "published_posts" => [
+              { "id" => 2, "title" => "How does this work?" }
+            ]
+          }
+        end
+
+        it "returns a user serialized with the Api::V1::Detailed::UserSerializer" do
+          expect(controller.show(2)).to eq(expected_json)
+        end
+      end
     end
   end
 
@@ -54,9 +79,9 @@
     describe "#index" do
       let(:expected_json) do
         [
-          { "id" => 1, "title" => "First post" },
+          { "id" => 1, "title" => "First post", "published" => true },
           { "id" => 2, "title" => "How does this work?" },
-          { "id" => 3, "title" => "Second post!?" }
+          { "id" => 3, "title" => "Second post!?", "published" => false }
         ]
       end
 
@@ -71,7 +96,8 @@
           "id" => 1,
           "title" => "First post",
           "body" => "First!",
-          "user" => { "id" => 1, "first_name" => "John", "last_name" => "Doe", "full_name" => "John Doe" }
+          "published" => true,
+          "user" => { "id" => 1, "first_name" => "John", "last_name" => "Doe", "full_name" => "John Doe", "age" => 18 }
         }
       end