diff --git a/store/templates/wishlist_add.html b/store/templates/wishlist_add.html
index 29e6d54e..11770b20 100644
--- a/store/templates/wishlist_add.html
+++ b/store/templates/wishlist_add.html
@@ -49,7 +49,7 @@
     <div role="alert" class="rounded-md border-s-4 border-red-500 bg-red-50 p-4 my-5">
       <p class="mt-2 text-sm text-red-700 font-bold">
         <i class="fa fa-exclamation-triangle fa-fw" aria-hidden="true"></i>
-        {{ errormsg }}
+        {{ errormsg | safe }}
       </p>
     </div>
     {% endif %}