diff --git a/drivers/nvme/host/sysfs.c b/drivers/nvme/host/sysfs.c
index 45e91811f905cba8b725536c836c76f3f2de9c51..212e1b05d2984f7a9d571612cec4e0f3d3f9f834 100644
--- a/drivers/nvme/host/sysfs.c
+++ b/drivers/nvme/host/sysfs.c
@@ -92,7 +92,7 @@ static ssize_t uuid_show(struct device *dev, struct device_attribute *attr,
 	 * we have no UUID set
 	 */
 	if (uuid_is_null(&ids->uuid)) {
-		dev_warn_ratelimited(dev,
+		dev_warn_once(dev,
 			"No UUID available providing old NGUID\n");
 		return sysfs_emit(buf, "%pU\n", ids->nguid);
 	}