diff --git a/app/routes/auth.py b/app/routes/auth.py
index 7ffe309..f9b2015 100644
--- a/app/routes/auth.py
+++ b/app/routes/auth.py
@@ -556,10 +556,13 @@ def impersonate_entry():
     logger.info('AUTH | impersonate_start | sa=%s tenant=%s', superadmin_id, tenant_id)
 
     import os
+    from markupsafe import Markup
     end_url = url_for('auth.impersonate_end')
     flash(
-        f'Impersonating tenant #{tenant_id} as superadmin. '
-        f'<a href="{end_url}" class="alert-link">End impersonation</a>',
+        Markup(
+            f'Impersonating tenant #{tenant_id} as superadmin. '
+            f'<a href="{end_url}" class="alert-link">End impersonation</a>'
+        ),
         'warning',
     )
     return redirect(url_for('dashboard.index'))