diff --git a/docs/rules/README.md b/docs/rules/README.md
index 3d4a9b2e3..8a8b6b2d0 100644
--- a/docs/rules/README.md
+++ b/docs/rules/README.md
@@ -335,6 +335,7 @@ For example:
 | [vue/no-restricted-class](./no-restricted-class.md) | disallow specific classes in Vue components |  |
 | [vue/no-restricted-component-options](./no-restricted-component-options.md) | disallow specific component option |  |
 | [vue/no-restricted-custom-event](./no-restricted-custom-event.md) | disallow specific custom event | :bulb: |
+| [vue/no-restricted-html-elements](./no-restricted-html-elements.md) | disallow specific HTML elements |  |
 | [vue/no-restricted-props](./no-restricted-props.md) | disallow specific props | :bulb: |
 | [vue/no-restricted-static-attribute](./no-restricted-static-attribute.md) | disallow specific attribute |  |
 | [vue/no-restricted-v-bind](./no-restricted-v-bind.md) | disallow specific argument in `v-bind` |  |
diff --git a/docs/rules/no-restricted-html-elements.md b/docs/rules/no-restricted-html-elements.md
new file mode 100644
index 000000000..780708d6a
--- /dev/null
+++ b/docs/rules/no-restricted-html-elements.md
@@ -0,0 +1,96 @@
+---
+pageClass: rule-details
+sidebarDepth: 0
+title: vue/no-restricted-html-elements
+description: disallow specific HTML elements
+---
+# vue/no-restricted-html-elements
+
+> disallow specific HTML elements
+
+- :exclamation: <badge text="This rule has not been released yet." vertical="middle" type="error"> ***This rule has not been released yet.*** </badge>
+
+## :book: Rule Details
+
+This rule allows you to specify HTML elements that you don't want to use in your application.
+
+<eslint-code-block :rules="{'vue/no-restricted-html-elements': ['error', 'marquee', 'button'] }">
+
+```vue
+<template>
+  <!-- ✓ GOOD -->
+  <p></p>
+  <input />
+  <br />
+
+  <!-- ✗ BAD -->
+  <button></button>
+  <marquee></marquee>
+</template>
+```
+
+</eslint-code-block>
+
+## :wrench: Options
+
+This rule takes a list of strings, where each string is an HTML element name to be restricted:
+
+```json
+{
+  "vue/no-restricted-html-elements": ["error", "button", "marquee"]
+}
+```
+
+<eslint-code-block :rules="{'vue/no-restricted-html-elements': ['error', 'button', 'marquee']}">
+
+```vue
+<template>
+  <!-- ✗ BAD -->
+  <button></button>
+  <marquee></marquee>
+</template>
+```
+
+</eslint-code-block>
+
+Alternatively, the rule also accepts objects.
+
+```json
+{
+  "vue/no-restricted-html-elements": [
+    "error",
+    {
+      "element": "button",
+      "message": "Prefer use of our custom <AppButton /> component"
+    },
+    {
+      "element": "marquee",
+      "message": "Do not use deprecated HTML tags"
+    }
+  ]
+}
+```
+
+The following properties can be specified for the object.
+
+- `element` ... Specify the html element.
+- `message` ... Specify an optional custom message.
+
+### `{ "element": "marquee" }, { "element": "button" }`
+
+<eslint-code-block :rules="{'vue/no-restricted-html-elements': ['error', { element: 'marquee' }, { element: 'button' }]}">
+
+```vue
+<template>
+  <!-- ✗ BAD -->
+  <marquee></marquee>
+  <button></button>
+</template>
+```
+
+</eslint-code-block>
+
+## :mag: Implementation
+
+- [Rule source](https://github.com/vuejs/eslint-plugin-vue/blob/master/lib/rules/no-restricted-html-elements.js)
+- [Test source](https://github.com/vuejs/eslint-plugin-vue/blob/master/tests/lib/rules/no-restricted-html-elements.js)
diff --git a/lib/index.js b/lib/index.js
index 97ff805d3..9f1e2bdde 100644
--- a/lib/index.js
+++ b/lib/index.js
@@ -113,6 +113,7 @@ module.exports = {
     'no-restricted-class': require('./rules/no-restricted-class'),
     'no-restricted-component-options': require('./rules/no-restricted-component-options'),
     'no-restricted-custom-event': require('./rules/no-restricted-custom-event'),
+    'no-restricted-html-elements': require('./rules/no-restricted-html-elements'),
     'no-restricted-props': require('./rules/no-restricted-props'),
     'no-restricted-static-attribute': require('./rules/no-restricted-static-attribute'),
     'no-restricted-syntax': require('./rules/no-restricted-syntax'),
diff --git a/lib/rules/no-restricted-html-elements.js b/lib/rules/no-restricted-html-elements.js
new file mode 100644
index 000000000..b0874f1c0
--- /dev/null
+++ b/lib/rules/no-restricted-html-elements.js
@@ -0,0 +1,68 @@
+/**
+ * @author Doug Wade <douglas.b.wade@gmail.com>
+ */
+
+'use strict'
+
+const utils = require('../utils')
+
+module.exports = {
+  meta: {
+    type: 'suggestion',
+    docs: {
+      description: 'disallow specific HTML elements',
+      categories: undefined,
+      url: 'https://eslint.vuejs.org/rules/no-restricted-html-elements.html'
+    },
+    fixable: null,
+    schema: {
+      type: 'array',
+      items: {
+        oneOf: [
+          { type: 'string' },
+          {
+            type: 'object',
+            properties: {
+              element: { type: 'string' },
+              message: { type: 'string', minLength: 1 }
+            },
+            required: ['element'],
+            additionalProperties: false
+          }
+        ]
+      },
+      uniqueItems: true,
+      minItems: 0
+    }
+  },
+  /**
+   * @param {RuleContext} context - The rule context.
+   * @returns {RuleListener} AST event handlers.
+   */
+  create(context) {
+    return utils.defineTemplateBodyVisitor(context, {
+      /**
+       * @param {VElement} node
+       */
+      VElement(node) {
+        if (!utils.isHtmlElementNode(node)) {
+          return
+        }
+
+        context.options.forEach((option) => {
+          const message =
+            option.message ||
+            `Unexpected use of forbidden HTML element ${node.rawName}.`
+          const element = option.element || option
+
+          if (element === node.rawName) {
+            context.report({
+              message,
+              node: node.startTag
+            })
+          }
+        })
+      }
+    })
+  }
+}
diff --git a/tests/lib/rules/no-restricted-html-elements.js b/tests/lib/rules/no-restricted-html-elements.js
new file mode 100644
index 000000000..775d94580
--- /dev/null
+++ b/tests/lib/rules/no-restricted-html-elements.js
@@ -0,0 +1,75 @@
+/**
+ * @author Doug Wade
+ */
+'use strict'
+
+const RuleTester = require('eslint').RuleTester
+const rule = require('../../../lib/rules/no-restricted-html-elements')
+
+const tester = new RuleTester({
+  parser: require.resolve('vue-eslint-parser'),
+  parserOptions: { ecmaVersion: 2015 }
+})
+
+tester.run('no-restricted-html-elements', rule, {
+  valid: [
+    {
+      filename: 'test.vue',
+      code: '',
+      options: ['button']
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><div class="foo"></div></template>',
+      options: ['button']
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><button type="button"></button></template>',
+      options: ['div']
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><div class="foo"><Button type="button"></Button></div></template>',
+      options: ['button']
+    }
+  ],
+  invalid: [
+    {
+      filename: 'test.vue',
+      code: '<template><div><button type="button"></button><div></template>',
+      errors: [
+        {
+          message: 'Unexpected use of forbidden HTML element button.',
+          line: 1,
+          column: 16
+        }
+      ],
+      options: ['button']
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><div class="foo"><button type="button"></button></div></template>',
+      errors: [
+        {
+          message: 'Unexpected use of forbidden HTML element div.',
+          line: 1,
+          column: 11
+        }
+      ],
+      options: ['div']
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><marquee>foo</marquee></template>',
+      errors: [
+        {
+          message: 'Custom error',
+          line: 1,
+          column: 11
+        }
+      ],
+      options: [{ element: 'marquee', message: 'Custom error' }]
+    }
+  ]
+})