diff --git a/drivers/net/ethernet/intel/ice/ice_lib.c b/drivers/net/ethernet/intel/ice/ice_lib.c
index d974e2fa3e63..263d25630072 100644
--- a/drivers/net/ethernet/intel/ice/ice_lib.c
+++ b/drivers/net/ethernet/intel/ice/ice_lib.c
@@ -1348,7 +1348,9 @@ int ice_vsi_add_vlan(struct ice_vsi *vsi, u16 vid)
 	list_add(&tmp->list_entry, &tmp_add_list);
 
 	status = ice_add_vlan(&pf->hw, &tmp_add_list);
-	if (status) {
+	if (!status) {
+		vsi->num_vlan++;
+	} else {
 		err = -ENODEV;
 		dev_err(dev, "Failure Adding VLAN %d on VSI %i\n", vid,
 			vsi->vsi_num);
@@ -1390,10 +1392,12 @@ int ice_vsi_kill_vlan(struct ice_vsi *vsi, u16 vid)
 	list_add(&list->list_entry, &tmp_add_list);
 
 	status = ice_remove_vlan(&pf->hw, &tmp_add_list);
-	if (status == ICE_ERR_DOES_NOT_EXIST) {
+	if (!status) {
+		vsi->num_vlan--;
+	} else if (status == ICE_ERR_DOES_NOT_EXIST) {
 		dev_dbg(dev, "Failed to remove VLAN %d on VSI %i, it does not exist, status: %d\n",
 			vid, vsi->vsi_num, status);
-	} else if (status) {
+	} else {
 		dev_err(dev, "Error removing VLAN %d on vsi %i error: %d\n",
 			vid, vsi->vsi_num, status);
 		err = -EIO;
@@ -1755,6 +1759,26 @@ int ice_vsi_stop_xdp_tx_rings(struct ice_vsi *vsi)
 	return ice_vsi_stop_tx_rings(vsi, ICE_NO_RESET, 0, vsi->xdp_rings);
 }
 
+/**
+ * ice_vsi_is_vlan_pruning_ena - check if VLAN pruning is enabled or not
+ * @vsi: VSI to check whether or not VLAN pruning is enabled.
+ *
+ * returns true if Rx VLAN pruning and Tx VLAN anti-spoof is enabled and false
+ * otherwise.
+ */
+bool ice_vsi_is_vlan_pruning_ena(struct ice_vsi *vsi)
+{
+	u8 rx_pruning = ICE_AQ_VSI_SW_FLAG_RX_VLAN_PRUNE_ENA;
+	u8 tx_pruning = ICE_AQ_VSI_SEC_TX_VLAN_PRUNE_ENA <<
+		ICE_AQ_VSI_SEC_TX_PRUNE_ENA_S;
+
+	if (!vsi)
+		return false;
+
+	return ((vsi->info.sw_flags2 & rx_pruning) &&
+		(vsi->info.sec_flags & tx_pruning));
+}
+
 /**
  * ice_cfg_vlan_pruning - enable or disable VLAN pruning on the VSI
  * @vsi: VSI to enable or disable VLAN pruning on
@@ -2025,6 +2049,17 @@ ice_vsi_setup(struct ice_pf *pf, struct ice_port_info *pi,
 		if (ret)
 			goto unroll_vector_base;
 
+		/* Always add VLAN ID 0 switch rule by default. This is needed
+		 * in order to allow all untagged and 0 tagged priority traffic
+		 * if Rx VLAN pruning is enabled. Also there are cases where we
+		 * don't get the call to add VLAN 0 via ice_vlan_rx_add_vid()
+		 * so this handles those cases (i.e. adding the PF to a bridge
+		 * without the 8021q module loaded).
+		 */
+		ret = ice_vsi_add_vlan(vsi, 0);
+		if (ret)
+			goto unroll_clear_rings;
+
 		ice_vsi_map_rings_to_vectors(vsi);
 
 		/* Do not exit if configuring RSS had an issue, at least
@@ -2104,6 +2139,8 @@ ice_vsi_setup(struct ice_pf *pf, struct ice_port_info *pi,
 
 	return vsi;
 
+unroll_clear_rings:
+	ice_vsi_clear_rings(vsi);
 unroll_vector_base:
 	/* reclaim SW interrupts back to the common pool */
 	ice_free_res(pf->irq_tracker, vsi->base_vector, vsi->idx);
diff --git a/drivers/net/ethernet/intel/ice/ice_lib.h b/drivers/net/ethernet/intel/ice/ice_lib.h
index e2c0dadce920..3c87e6b509ed 100644
--- a/drivers/net/ethernet/intel/ice/ice_lib.h
+++ b/drivers/net/ethernet/intel/ice/ice_lib.h
@@ -42,6 +42,8 @@ int ice_vsi_cfg_xdp_txqs(struct ice_vsi *vsi);
 
 int ice_vsi_stop_xdp_tx_rings(struct ice_vsi *vsi);
 
+bool ice_vsi_is_vlan_pruning_ena(struct ice_vsi *vsi);
+
 int ice_cfg_vlan_pruning(struct ice_vsi *vsi, bool ena, bool vlan_promisc);
 
 void ice_cfg_sw_lldp(struct ice_vsi *vsi, bool tx, bool create);
diff --git a/drivers/net/ethernet/intel/ice/ice_main.c b/drivers/net/ethernet/intel/ice/ice_main.c
index 5ef28052c0f8..bd6e84f51fd4 100644
--- a/drivers/net/ethernet/intel/ice/ice_main.c
+++ b/drivers/net/ethernet/intel/ice/ice_main.c
@@ -2461,16 +2461,19 @@ ice_vlan_rx_add_vid(struct net_device *netdev, __always_unused __be16 proto,
 	if (vsi->info.pvid)
 		return -EINVAL;
 
-	/* Enable VLAN pruning when VLAN 0 is added */
-	if (unlikely(!vid)) {
+	/* VLAN 0 is added by default during load/reset */
+	if (!vid)
+		return 0;
+
+	/* Enable VLAN pruning when a VLAN other than 0 is added */
+	if (!ice_vsi_is_vlan_pruning_ena(vsi)) {
 		ret = ice_cfg_vlan_pruning(vsi, true, false);
 		if (ret)
 			return ret;
 	}
 
-	/* Add all VLAN IDs including 0 to the switch filter. VLAN ID 0 is
-	 * needed to continue allowing all untagged packets since VLAN prune
-	 * list is applied to all packets by the switch
+	/* Add a switch rule for this VLAN ID so its corresponding VLAN tagged
+	 * packets aren't pruned by the device's internal switch on Rx
 	 */
 	ret = ice_vsi_add_vlan(vsi, vid);
 	if (!ret) {
@@ -2500,6 +2503,10 @@ ice_vlan_rx_kill_vid(struct net_device *netdev, __always_unused __be16 proto,
 	if (vsi->info.pvid)
 		return -EINVAL;
 
+	/* don't allow removal of VLAN 0 */
+	if (!vid)
+		return 0;
+
 	/* Make sure ice_vsi_kill_vlan is successful before updating VLAN
 	 * information
 	 */
@@ -2507,8 +2514,8 @@ ice_vlan_rx_kill_vid(struct net_device *netdev, __always_unused __be16 proto,
 	if (ret)
 		return ret;
 
-	/* Disable VLAN pruning when VLAN 0 is removed */
-	if (unlikely(!vid))
+	/* Disable pruning when VLAN 0 is the only VLAN rule */
+	if (vsi->num_vlan == 1 && ice_vsi_is_vlan_pruning_ena(vsi))
 		ret = ice_cfg_vlan_pruning(vsi, false, false);
 
 	vsi->vlan_ena = false;
diff --git a/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c b/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
index 262714d5f54a..a8178a73ccd1 100644
--- a/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
+++ b/drivers/net/ethernet/intel/ice/ice_virtchnl_pf.c
@@ -2868,9 +2868,9 @@ static int ice_vc_process_vlan_msg(struct ice_vf *vf, u8 *msg, bool add_v)
 				goto error_param;
 			}
 
-			vsi->num_vlan++;
-			/* Enable VLAN pruning when VLAN is added */
-			if (!vlan_promisc) {
+			/* Enable VLAN pruning when non-zero VLAN is added */
+			if (!vlan_promisc && vid &&
+			    !ice_vsi_is_vlan_pruning_ena(vsi)) {
 				status = ice_cfg_vlan_pruning(vsi, true, false);
 				if (status) {
 					v_ret = VIRTCHNL_STATUS_ERR_PARAM;
@@ -2878,7 +2878,7 @@ static int ice_vc_process_vlan_msg(struct ice_vf *vf, u8 *msg, bool add_v)
 						vid, status);
 					goto error_param;
 				}
-			} else {
+			} else if (vlan_promisc) {
 				/* Enable Ucast/Mcast VLAN promiscuous mode */
 				promisc_m = ICE_PROMISC_VLAN_TX |
 					    ICE_PROMISC_VLAN_RX;
@@ -2922,9 +2922,9 @@ static int ice_vc_process_vlan_msg(struct ice_vf *vf, u8 *msg, bool add_v)
 				goto error_param;
 			}
 
-			vsi->num_vlan--;
-			/* Disable VLAN pruning when the last VLAN is removed */
-			if (!vsi->num_vlan)
+			/* Disable VLAN pruning when only VLAN 0 is left */
+			if (vsi->num_vlan == 1 &&
+			    ice_vsi_is_vlan_pruning_ena(vsi))
 				ice_cfg_vlan_pruning(vsi, false, false);
 
 			/* Disable Unicast/Multicast VLAN promiscuous mode */