diff --git a/docs/rules/README.md b/docs/rules/README.md
index 89fa12b52..4357d7e9d 100644
--- a/docs/rules/README.md
+++ b/docs/rules/README.md
@@ -42,6 +42,7 @@ Enforce all the rules in this category, as well as all higher priority rules, wi
 | [vue/no-deprecated-data-object-declaration](./no-deprecated-data-object-declaration.md) | disallow using deprecated object declaration on data (in Vue.js 3.0.0+) | :wrench: |
 | [vue/no-deprecated-events-api](./no-deprecated-events-api.md) | disallow using deprecated events api (in Vue.js 3.0.0+) |  |
 | [vue/no-deprecated-filter](./no-deprecated-filter.md) | disallow using deprecated filters syntax (in Vue.js 3.0.0+) |  |
+| [vue/no-deprecated-html-element-is](./no-deprecated-html-element-is.md) | disallow using deprecated the `is` attribute on HTML elements (in Vue.js 3.0.0+) |  |
 | [vue/no-deprecated-inline-template](./no-deprecated-inline-template.md) | disallow using deprecated `inline-template` attribute (in Vue.js 3.0.0+) |  |
 | [vue/no-deprecated-scope-attribute](./no-deprecated-scope-attribute.md) | disallow deprecated `scope` attribute (in Vue.js 2.5.0+) | :wrench: |
 | [vue/no-deprecated-slot-attribute](./no-deprecated-slot-attribute.md) | disallow deprecated `slot` attribute (in Vue.js 2.6.0+) | :wrench: |
diff --git a/docs/rules/no-deprecated-html-element-is.md b/docs/rules/no-deprecated-html-element-is.md
new file mode 100644
index 000000000..800072b9c
--- /dev/null
+++ b/docs/rules/no-deprecated-html-element-is.md
@@ -0,0 +1,43 @@
+---
+pageClass: rule-details
+sidebarDepth: 0
+title: vue/no-deprecated-html-element-is
+description: disallow using deprecated the `is` attribute on HTML elements (in Vue.js 3.0.0+)
+---
+# vue/no-deprecated-html-element-is
+> disallow using deprecated the `is` attribute on HTML elements (in Vue.js 3.0.0+)
+
+- :gear: This rule is included in all of `"plugin:vue/vue3-essential"`, `"plugin:vue/vue3-strongly-recommended"` and `"plugin:vue/vue3-recommended"`.
+
+## :book: Rule Details
+
+This rule reports deprecated the `is` attribute on HTML elements (removed in Vue.js v3.0.0+)
+
+<eslint-code-block :rules="{'vue/no-deprecated-html-element-is': ['error']}">
+
+```vue
+<template>
+  <!-- ✓ GOOD -->
+  <div />
+  <component is="foo">
+
+  <!-- ✗ BAD -->
+  <div is="foo" />
+  <div :is="foo" />
+</template>
+```
+
+</eslint-code-block>
+
+### :wrench: Options
+
+Nothing.
+
+## :books: Further Reading
+
+- [Vue RFCs - 0027-custom-elements-interop](https://github.com/vuejs/rfcs/blob/master/active-rfcs/0027-custom-elements-interop.md)
+
+## :mag: Implementation
+
+- [Rule source](https://github.com/vuejs/eslint-plugin-vue/blob/master/lib/rules/no-deprecated-html-element-is.js)
+- [Test source](https://github.com/vuejs/eslint-plugin-vue/blob/master/tests/lib/rules/no-deprecated-html-element-is.js)
diff --git a/lib/configs/vue3-essential.js b/lib/configs/vue3-essential.js
index eb1374480..f21d544c7 100644
--- a/lib/configs/vue3-essential.js
+++ b/lib/configs/vue3-essential.js
@@ -10,6 +10,7 @@ module.exports = {
     'vue/no-deprecated-data-object-declaration': 'error',
     'vue/no-deprecated-events-api': 'error',
     'vue/no-deprecated-filter': 'error',
+    'vue/no-deprecated-html-element-is': 'error',
     'vue/no-deprecated-inline-template': 'error',
     'vue/no-deprecated-scope-attribute': 'error',
     'vue/no-deprecated-slot-attribute': 'error',
diff --git a/lib/index.js b/lib/index.js
index 740b49e3f..adf6185f0 100644
--- a/lib/index.js
+++ b/lib/index.js
@@ -43,6 +43,7 @@ module.exports = {
     'no-deprecated-data-object-declaration': require('./rules/no-deprecated-data-object-declaration'),
     'no-deprecated-events-api': require('./rules/no-deprecated-events-api'),
     'no-deprecated-filter': require('./rules/no-deprecated-filter'),
+    'no-deprecated-html-element-is': require('./rules/no-deprecated-html-element-is'),
     'no-deprecated-inline-template': require('./rules/no-deprecated-inline-template'),
     'no-deprecated-scope-attribute': require('./rules/no-deprecated-scope-attribute'),
     'no-deprecated-slot-attribute': require('./rules/no-deprecated-slot-attribute'),
diff --git a/lib/rules/no-deprecated-html-element-is.js b/lib/rules/no-deprecated-html-element-is.js
new file mode 100644
index 000000000..b45a700f3
--- /dev/null
+++ b/lib/rules/no-deprecated-html-element-is.js
@@ -0,0 +1,50 @@
+/**
+ * @author Yosuke Ota
+ * See LICENSE file in root directory for full license.
+ */
+'use strict'
+
+// ------------------------------------------------------------------------------
+// Requirements
+// ------------------------------------------------------------------------------
+
+const utils = require('../utils')
+
+// ------------------------------------------------------------------------------
+// Rule Definition
+// ------------------------------------------------------------------------------
+
+module.exports = {
+  meta: {
+    type: 'problem',
+    docs: {
+      description: 'disallow using deprecated the `is` attribute on HTML elements (in Vue.js 3.0.0+)',
+      categories: ['vue3-essential'],
+      url: 'https://eslint.vuejs.org/rules/no-deprecated-html-element-is.html'
+    },
+    fixable: null,
+    schema: [],
+    messages: {
+      unexpected: 'The `is` attribute on HTML element are deprecated.'
+    }
+  },
+
+  create: function (context) {
+    return utils.defineTemplateBodyVisitor(context, {
+      "VAttribute[directive=true][key.name.name='bind'][key.argument.name='is'], VAttribute[directive=false][key.name='is']" (node) {
+        const element = node.parent.parent
+        if (
+          !utils.isHtmlWellKnownElementName(element.rawName) &&
+          !utils.isSvgWellKnownElementName(element.rawName)
+        ) {
+          return
+        }
+        context.report({
+          node,
+          loc: node.loc,
+          messageId: 'unexpected'
+        })
+      }
+    })
+  }
+}
diff --git a/tests/lib/rules/no-deprecated-html-element-is.js b/tests/lib/rules/no-deprecated-html-element-is.js
new file mode 100644
index 000000000..efa52e27a
--- /dev/null
+++ b/tests/lib/rules/no-deprecated-html-element-is.js
@@ -0,0 +1,69 @@
+/**
+ * @author Yosuke Ota
+ * See LICENSE file in root directory for full license.
+ */
+'use strict'
+
+// ------------------------------------------------------------------------------
+// Requirements
+// ------------------------------------------------------------------------------
+
+const rule = require('../../../lib/rules/no-deprecated-html-element-is')
+const RuleTester = require('eslint').RuleTester
+
+// ------------------------------------------------------------------------------
+// Tests
+// ------------------------------------------------------------------------------
+
+const ruleTester = new RuleTester({
+  parser: require.resolve('vue-eslint-parser'),
+  parserOptions: { ecmaVersion: 2019 }
+})
+
+ruleTester.run('no-deprecated-inline-template', rule, {
+  valid: [
+    {
+      filename: 'test.vue',
+      code: '<template><component is="foo" /></template>'
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><div /></template>'
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><Foo is="foo" /></template>'
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><component :is="\'foo\'" /></template>'
+    }
+  ],
+
+  invalid: [
+    {
+      filename: 'test.vue',
+      code: '<template><div is="foo" /></template>',
+      errors: [
+        {
+          line: 1,
+          column: 16,
+          messageId: 'unexpected',
+          endLine: 1,
+          endColumn: 24
+        }
+      ]
+    },
+    {
+      filename: 'test.vue',
+      code: '<template><div :is="foo" /></template>',
+      errors: [
+        {
+          line: 1,
+          column: 16,
+          messageId: 'unexpected'
+        }
+      ]
+    }
+  ]
+})