diff --git a/man/udev.xml b/man/udev.xml
index 142f295f3e..332c7ac096 100644
--- a/man/udev.xml
+++ b/man/udev.xml
@@ -186,10 +186,10 @@
           <varlistentry>
             <term><varname>SYMLINK</varname></term>
             <listitem>
-              <para>Match the name of a symlink targeting the node. It can
-              be used once a SYMLINK key has been set in one of the preceding
-              rules. There may be multiple symlinks; only one needs to match.
-              </para>
+              <para>Match the name of a symlink targeting the node. It can be used once a SYMLINK key has
+              been set in one of the preceding rules. There may be multiple symlinks; only one needs to
+              match. If the operator is <literal>!=</literal>, the token returns true only if there is no
+              symlink matched.</para>
             </listitem>
           </varlistentry>
 
@@ -287,14 +287,17 @@
           <varlistentry>
             <term><varname>TAG</varname></term>
             <listitem>
-              <para>Match against a device tag.</para>
+              <para>Match against one of device tags. It can be used once a TAG key has been set in one of
+              the preceding rules. There may be multiple tags; only one needs to match. If the operator is
+              <literal>!=</literal>, the token returns true only if there is no tag matched.</para>
             </listitem>
           </varlistentry>
 
           <varlistentry>
             <term><varname>TAGS</varname></term>
             <listitem>
-              <para>Search the devpath upwards for a device with matching tag.</para>
+              <para>Search the devpath upwards for a device with matching tag. If the operator is
+              <literal>!=</literal>, the token returns true only if there is no tag matched.</para>
             </listitem>
           </varlistentry>
 
diff --git a/src/udev/udev-rules.c b/src/udev/udev-rules.c
index e3d2adbafd..d6e701f3cc 100644
--- a/src/udev/udev-rules.c
+++ b/src/udev/udev-rules.c
@@ -1896,7 +1896,7 @@ static int udev_rule_apply_token_to_event(
                 const char *val;
 
                 FOREACH_DEVICE_DEVLINK(dev, val)
-                        if (token_match_string(token, strempty(startswith(val, "/dev/"))))
+                        if (token_match_string(token, strempty(startswith(val, "/dev/"))) == (token->op == OP_MATCH))
                                 return token->op == OP_MATCH;
                 return token->op == OP_NOMATCH;
         }
@@ -1926,7 +1926,7 @@ static int udev_rule_apply_token_to_event(
                 const char *val;
 
                 FOREACH_DEVICE_CURRENT_TAG(dev, val)
-                        if (token_match_string(token, val))
+                        if (token_match_string(token, val) == (token->op == OP_MATCH))
                                 return token->op == OP_MATCH;
                 return token->op == OP_NOMATCH;
         }
diff --git a/test/udev-test.pl b/test/udev-test.pl
index 0164c158b5..855c6aec3c 100755
--- a/test/udev-test.pl
+++ b/test/udev-test.pl
@@ -231,7 +231,8 @@ EOF
                                                     "string_escape___replace/foo_bbb",
                                                     "env_with_space",
                                                     "default/replace/mode_foo__hoge",
-                                                    "replace_env_harder_foo__hoge"],
+                                                    "replace_env_harder_foo__hoge",
+                                                    "match", "unmatch"],
                                 not_exp_links   => ["removed1", "removed2", "removed3", "unsafe/../../path", "/nondev/path/will/be/refused"],
                         }],
                 rules           => <<EOF
@@ -250,6 +251,8 @@ SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", OPTIONS="s
 SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", ENV{.HOGE}="env    with    space", SYMLINK+="%E{.HOGE}"
 SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", ENV{.HOGE}="default/replace/mode?foo;;hoge", SYMLINK+="%E{.HOGE}"
 SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", OPTIONS="string_escape=replace", ENV{.HOGE}="replace/env/harder?foo;;hoge", SYMLINK+="%E{.HOGE}"
+SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", SYMLINK=="link1", SYMLINK+="match"
+SUBSYSTEMS=="scsi", ATTRS{vendor}=="ATA", ATTRS{model}=="ST910021AS", SYMLINK!="removed1", SYMLINK+="unmatch"
 EOF
         },
         {
@@ -1853,13 +1856,15 @@ EOF
                 devices => [
                         {
                                 devpath         => "/devices/pci0000:00/0000:00:1f.2/host0/target0:0:0/0:0:0:0/block/sda",
-                                exp_links       => ["found"],
-                                not_exp_name    => "bad",
+                                exp_links       => ["found", "found2"],
+                                not_exp_name    => ["bad", "bad2"],
                         }],
                 rules           => <<EOF
 KERNEL=="sda", TAG="foo"
 TAGS=="foo|", SYMLINK+="found"
 TAGS=="aaa|", SYMLINK+="bad"
+KERNEL=="sda", TAGS!="hoge", SYMLINK+="found2"
+KERNEL=="sda", TAGS!="foo", SYMLINK+="bad2"
 EOF
         },
         {