diff --git a/django/template/defaulttags.py b/django/template/defaulttags.py
index 9620d1cb81..a1a3f5f70c 100644
--- a/django/template/defaulttags.py
+++ b/django/template/defaulttags.py
@@ -15,6 +15,7 @@ from django.template.smartif import IfParser, Literal
 from django.template.defaultfilters import date
 from django.utils.encoding import smart_str, smart_unicode
 from django.utils.safestring import mark_safe
+from django.utils import timezone
 
 register = Library()
 
@@ -343,7 +344,8 @@ class NowNode(Node):
         self.format_string = format_string
 
     def render(self, context):
-        return date(datetime.now(), self.format_string)
+        tzinfo = timezone.get_current_timezone() if settings.USE_TZ else None
+        return date(datetime.now(tz=tzinfo), self.format_string)
 
 class SpacelessNode(Node):
     def __init__(self, nodelist):
diff --git a/tests/modeltests/timezones/tests.py b/tests/modeltests/timezones/tests.py
index 5d86e9322e..774595be05 100644
--- a/tests/modeltests/timezones/tests.py
+++ b/tests/modeltests/timezones/tests.py
@@ -790,6 +790,13 @@ class TemplateTests(BaseDateTimeTests):
             self.assertTrue(tpl.render(ctx).startswith("2011"))
         timezone._localtime = None
 
+    def test_now_template_tag_uses_current_time_zone(self):
+        # Regression for #17343
+        tpl = Template("{% now \"O\" %}")
+        self.assertEqual(tpl.render(Context({})), "+0300")
+        with timezone.override(ICT):
+            self.assertEqual(tpl.render(Context({})), "+0700")
+
 TemplateTests = override_settings(DATETIME_FORMAT='c', USE_L10N=False, USE_TZ=True)(TemplateTests)
 
 #@override_settings(DATETIME_FORMAT='c', USE_L10N=False, USE_TZ=False)