diff --git a/netbox/extras/forms/bulk_import.py b/netbox/extras/forms/bulk_import.py
index c938ce69d..745268f33 100644
--- a/netbox/extras/forms/bulk_import.py
+++ b/netbox/extras/forms/bulk_import.py
@@ -96,6 +96,8 @@ class CustomFieldChoiceSetImportForm(CSVModelForm):
             for line in self.cleaned_data['extra_choices']:
                 try:
                     value, label = re.split(r'(?<!\\):', line, maxsplit=1)
+                    value = value.replace('\\:', ':')
+                    label = label.replace('\\:', ':')
                 except ValueError:
                     value, label = line, line
                 data.append((value, label))