diff --git a/include/bluetooth/bluetooth.h b/include/bluetooth/bluetooth.h
index 73d1242b7d0..54dd976e882 100644
--- a/include/bluetooth/bluetooth.h
+++ b/include/bluetooth/bluetooth.h
@@ -105,6 +105,16 @@ enum {
 	 * providing SCAN_RSP data and/or enabling local privacy support.
 	 */
 	BT_LE_ADV_OPT_CONNECTABLE = BIT(0),
+
+	/** Don't try to resume connectable advertising after a connection.
+	 *  This option is only meaningful when used together with
+	 *  BT_LE_ADV_OPT_CONNECTABLE. If set the advertising will be stopped
+	 *  when bt_le_adv_stop() is called or when an incoming (slave)
+	 *  connection happens. If this option is not set the stack will
+	 *  take care of keeping advertising enabled even as connections
+	 *  occur.
+	 */
+	BT_LE_ADV_OPT_ONE_TIME = BIT(1),
 };
 
 /** LE Advertising Parameters. */
diff --git a/subsys/bluetooth/host/hci_core.c b/subsys/bluetooth/host/hci_core.c
index 74ff938a80f..aaf2ad3ae2f 100644
--- a/subsys/bluetooth/host/hci_core.c
+++ b/subsys/bluetooth/host/hci_core.c
@@ -4275,7 +4275,9 @@ int bt_le_adv_start(const struct bt_le_adv_param *param,
 		return err;
 	}
 
-	atomic_set_bit(bt_dev.flags, BT_DEV_KEEP_ADVERTISING);
+	if (!(param->options & BT_LE_ADV_OPT_ONE_TIME)) {
+		atomic_set_bit(bt_dev.flags, BT_DEV_KEEP_ADVERTISING);
+	}
 
 	return 0;
 }