diff --git a/drivers/net/ethernet/intel/ice/ice.h b/drivers/net/ethernet/intel/ice/ice.h
index 55f32fca619b6470d1464fa4e03e564a584aa4ac..6a710c209707c07b3acd796a68d378b88ca226fe 100644
--- a/drivers/net/ethernet/intel/ice/ice.h
+++ b/drivers/net/ethernet/intel/ice/ice.h
@@ -485,6 +485,7 @@ enum ice_pf_flags {
 	ICE_FLAG_LEGACY_RX,
 	ICE_FLAG_VF_TRUE_PROMISC_ENA,
 	ICE_FLAG_MDD_AUTO_RESET_VF,
+	ICE_FLAG_VF_VLAN_PRUNING,
 	ICE_FLAG_LINK_LENIENT_MODE_ENA,
 	ICE_PF_FLAGS_NBITS		/* must be last */
 };
diff --git a/drivers/net/ethernet/intel/ice/ice_ethtool.c b/drivers/net/ethernet/intel/ice/ice_ethtool.c
index e2e3ef7fba7fc217768548f235a71f47c6c729cf..28ead0b4712fae319d65749564f54d40128c3c33 100644
--- a/drivers/net/ethernet/intel/ice/ice_ethtool.c
+++ b/drivers/net/ethernet/intel/ice/ice_ethtool.c
@@ -164,6 +164,7 @@ static const struct ice_priv_flag ice_gstrings_priv_flags[] = {
 	ICE_PRIV_FLAG("vf-true-promisc-support",
 		      ICE_FLAG_VF_TRUE_PROMISC_ENA),
 	ICE_PRIV_FLAG("mdd-auto-reset-vf", ICE_FLAG_MDD_AUTO_RESET_VF),
+	ICE_PRIV_FLAG("vf-vlan-pruning", ICE_FLAG_VF_VLAN_PRUNING),
 	ICE_PRIV_FLAG("legacy-rx", ICE_FLAG_LEGACY_RX),
 };
 
@@ -1295,6 +1296,14 @@ static int ice_set_priv_flags(struct net_device *netdev, u32 flags)
 		change_bit(ICE_FLAG_VF_TRUE_PROMISC_ENA, pf->flags);
 		ret = -EAGAIN;
 	}
+
+	if (test_bit(ICE_FLAG_VF_VLAN_PRUNING, change_flags) &&
+	    pf->num_alloc_vfs) {
+		dev_err(dev, "vf-vlan-pruning: VLAN pruning cannot be changed while VFs are active.\n");
+		/* toggle bit back to previous state */
+		change_bit(ICE_FLAG_VF_VLAN_PRUNING, pf->flags);
+		ret = -EOPNOTSUPP;
+	}
 ethtool_exit:
 	clear_bit(ICE_FLAG_ETHTOOL_CTXT, pf->flags);
 	return ret;
diff --git a/drivers/net/ethernet/intel/ice/ice_vf_vsi_vlan_ops.c b/drivers/net/ethernet/intel/ice/ice_vf_vsi_vlan_ops.c
index 4be29f97365c11e6ae8c0c5d89ae551d921d81d0..39f2d36cabba3b7acecc259867bfc9512b343a90 100644
--- a/drivers/net/ethernet/intel/ice/ice_vf_vsi_vlan_ops.c
+++ b/drivers/net/ethernet/intel/ice/ice_vf_vsi_vlan_ops.c
@@ -43,7 +43,6 @@ void ice_vf_vsi_init_vlan_ops(struct ice_vsi *vsi)
 
 		/* outer VLAN ops regardless of port VLAN config */
 		vlan_ops->add_vlan = ice_vsi_add_vlan;
-		vlan_ops->ena_rx_filtering = ice_vsi_ena_rx_vlan_filtering;
 		vlan_ops->dis_rx_filtering = ice_vsi_dis_rx_vlan_filtering;
 		vlan_ops->ena_tx_filtering = ice_vsi_ena_tx_vlan_filtering;
 		vlan_ops->dis_tx_filtering = ice_vsi_dis_tx_vlan_filtering;
@@ -51,6 +50,8 @@ void ice_vf_vsi_init_vlan_ops(struct ice_vsi *vsi)
 		if (ice_vf_is_port_vlan_ena(vf)) {
 			/* setup outer VLAN ops */
 			vlan_ops->set_port_vlan = ice_vsi_set_outer_port_vlan;
+			vlan_ops->ena_rx_filtering =
+				ice_vsi_ena_rx_vlan_filtering;
 
 			/* setup inner VLAN ops */
 			vlan_ops = &vsi->inner_vlan_ops;
@@ -61,6 +62,12 @@ void ice_vf_vsi_init_vlan_ops(struct ice_vsi *vsi)
 			vlan_ops->ena_insertion = ice_vsi_ena_inner_insertion;
 			vlan_ops->dis_insertion = ice_vsi_dis_inner_insertion;
 		} else {
+			if (!test_bit(ICE_FLAG_VF_VLAN_PRUNING, pf->flags))
+				vlan_ops->ena_rx_filtering = noop_vlan;
+			else
+				vlan_ops->ena_rx_filtering =
+					ice_vsi_ena_rx_vlan_filtering;
+
 			vlan_ops->del_vlan = ice_vsi_del_vlan;
 			vlan_ops->ena_stripping = ice_vsi_ena_outer_stripping;
 			vlan_ops->dis_stripping = ice_vsi_dis_outer_stripping;
@@ -80,14 +87,21 @@ void ice_vf_vsi_init_vlan_ops(struct ice_vsi *vsi)
 
 		/* inner VLAN ops regardless of port VLAN config */
 		vlan_ops->add_vlan = ice_vsi_add_vlan;
-		vlan_ops->ena_rx_filtering = ice_vsi_ena_rx_vlan_filtering;
 		vlan_ops->dis_rx_filtering = ice_vsi_dis_rx_vlan_filtering;
 		vlan_ops->ena_tx_filtering = ice_vsi_ena_tx_vlan_filtering;
 		vlan_ops->dis_tx_filtering = ice_vsi_dis_tx_vlan_filtering;
 
 		if (ice_vf_is_port_vlan_ena(vf)) {
 			vlan_ops->set_port_vlan = ice_vsi_set_inner_port_vlan;
+			vlan_ops->ena_rx_filtering =
+				ice_vsi_ena_rx_vlan_filtering;
 		} else {
+			if (!test_bit(ICE_FLAG_VF_VLAN_PRUNING, pf->flags))
+				vlan_ops->ena_rx_filtering = noop_vlan;
+			else
+				vlan_ops->ena_rx_filtering =
+					ice_vsi_ena_rx_vlan_filtering;
+
 			vlan_ops->del_vlan = ice_vsi_del_vlan;
 			vlan_ops->ena_stripping = ice_vsi_ena_inner_stripping;
 			vlan_ops->dis_stripping = ice_vsi_dis_inner_stripping;
diff --git a/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c b/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
index 9c43a7c8a45f4e3ef46f40d3ee72fbecd670b49c..02a8c15d2bf3353627cab802154f9b390818be8e 100644
--- a/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
+++ b/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
@@ -807,6 +807,11 @@ static int ice_vf_rebuild_host_vlan_cfg(struct ice_vf *vf, struct ice_vsi *vsi)
 		return err;
 	}
 
+	err = vlan_ops->ena_rx_filtering(vsi);
+	if (err)
+		dev_warn(dev, "failed to enable Rx VLAN filtering for VF %d VSI %d during VF rebuild, error %d\n",
+			 vf->vf_id, vsi->idx, err);
+
 	return 0;
 }
 
@@ -1793,6 +1798,7 @@ static void ice_vc_notify_vf_reset(struct ice_vf *vf)
  */
 static int ice_init_vf_vsi_res(struct ice_vf *vf)
 {
+	struct ice_vsi_vlan_ops *vlan_ops;
 	struct ice_pf *pf = vf->pf;
 	u8 broadcast[ETH_ALEN];
 	struct ice_vsi *vsi;
@@ -1813,6 +1819,14 @@ static int ice_init_vf_vsi_res(struct ice_vf *vf)
 		goto release_vsi;
 	}
 
+	vlan_ops = ice_get_compat_vsi_vlan_ops(vsi);
+	err = vlan_ops->ena_rx_filtering(vsi);
+	if (err) {
+		dev_warn(dev, "Failed to enable Rx VLAN filtering for VF %d\n",
+			 vf->vf_id);
+		goto release_vsi;
+	}
+
 	eth_broadcast_addr(broadcast);
 	err = ice_fltr_add_mac(vsi, broadcast, ICE_FWD_TO_VSI);
 	if (err) {