diff --git a/config/vufind/FeedbackForms.yaml b/config/vufind/FeedbackForms.yaml
index e7826a9e9f0ece15c735fe1586cf4a93d71431a1..4bade384b809eeae9fa5575b6296df8df3de6348 100644
--- a/config/vufind/FeedbackForms.yaml
+++ b/config/vufind/FeedbackForms.yaml
@@ -41,7 +41,9 @@
 #     settings (array)   HTML attributes as key-value pairs, for example:
 #       - [class, "custom-css-class another-class"]
 #     type (string)      Element type (text|textarea|email|url|select|radio)
-#     help (string)      Element help text (translation key)
+#     help (string)      Element help text (translation key).
+#                        To include HTML formatting, use a translation key ending
+#                        in '_html' here, and define markup in the language files.
 #     
 #     And for select and radio elements:
 # 
diff --git a/themes/bootstrap3/templates/feedback/form.phtml b/themes/bootstrap3/templates/feedback/form.phtml
index 1c50916e2971ff810d335309b6de3ece48878fee..d3f71da8b2200d427e0d216669e5112d0be0b130 100644
--- a/themes/bootstrap3/templates/feedback/form.phtml
+++ b/themes/bootstrap3/templates/feedback/form.phtml
@@ -73,7 +73,7 @@
 
     <div class="form-group <?= $el['type'] ?>">
     <?php if (!empty($el['help'])): ?>
-      <p class="info"><?= $this->transEsc($el['help']) ?></p>
+      <p class="info"><?= substr($el['help'], -5) === '_html' ? $this->translate($el['help']) : $this->transEsc($el['help']) ?></p>
     <?php endif ?>
     <?php if ($el['type'] !== 'submit'): ?>
       <?php if ($el['type'] === 'radio'): ?>