diff --git a/drivers/usb/core/hub.c b/drivers/usb/core/hub.c
index 24960ba9caa9..5262e11c12cd 100644
--- a/drivers/usb/core/hub.c
+++ b/drivers/usb/core/hub.c
@@ -3148,7 +3148,7 @@ static int hub_port_reset(struct usb_hub *hub, int port1,
 		delay = HUB_LONG_RESET_TIME;
 	}
 
-	dev_err(&port_dev->dev, "Cannot enable. Maybe the USB cable is bad?\n");
+	dev_err_ratelimited(&port_dev->dev, "Cannot enable. Maybe the USB cable is bad?\n");
 
 done:
 	if (status == 0) {