diff --git a/netbox/netbox/models/features.py b/netbox/netbox/models/features.py
index 2c409a216..70e41478d 100644
--- a/netbox/netbox/models/features.py
+++ b/netbox/netbox/models/features.py
@@ -197,11 +197,15 @@ class CustomFieldsMixin(models.Model):
         data = {}
 
         for field in CustomField.objects.get_for_model(self):
-            # Skip fields that are hidden if 'omit_hidden' is set
-            if omit_hidden and field.ui_visibility == CustomFieldVisibilityChoices.VISIBILITY_HIDDEN:
-                continue
-
             value = self.custom_field_data.get(field.name)
+
+            # Skip fields that are hidden if 'omit_hidden' is set
+            if omit_hidden:
+                if field.ui_visibility == CustomFieldVisibilityChoices.VISIBILITY_HIDDEN:
+                    continue
+                if field.ui_visibility == CustomFieldVisibilityChoices.VISIBILITY_HIDDEN_IFUNSET and not value:
+                    continue
+
             data[field] = field.deserialize(value)
 
         return data