diff --git a/README.md b/README.md
index 342e92ccde..c5187e15a9 100644
--- a/README.md
+++ b/README.md
@@ -257,6 +257,7 @@ rules in templates can be disabled with eslint directives with mustache or html
 | [template-no-obsolete-elements](docs/rules/template-no-obsolete-elements.md)                                       | disallow obsolete HTML elements                                              |    |    |    |
 | [template-no-outlet-outside-routes](docs/rules/template-no-outlet-outside-routes.md)                               | disallow {{outlet}} outside of route templates                               |    |    |    |
 | [template-no-page-title-component](docs/rules/template-no-page-title-component.md)                                 | disallow usage of ember-page-title component                                 |    |    |    |
+| [template-no-potential-path-strings](docs/rules/template-no-potential-path-strings.md)                             | disallow potential path strings in attribute values                          |    |    |    |
 | [template-no-splattributes-with-class](docs/rules/template-no-splattributes-with-class.md)                         | disallow splattributes with class attribute                                  |    |    |    |
 | [template-no-trailing-spaces](docs/rules/template-no-trailing-spaces.md)                                           | disallow trailing whitespace at the end of lines in templates                |    | 🔧 |    |
 | [template-no-unavailable-this](docs/rules/template-no-unavailable-this.md)                                         | disallow `this` in templates that are not inside a class or function         |    |    |    |
diff --git a/docs/rules/template-no-potential-path-strings.md b/docs/rules/template-no-potential-path-strings.md
new file mode 100644
index 0000000000..1b13578c28
--- /dev/null
+++ b/docs/rules/template-no-potential-path-strings.md
@@ -0,0 +1,41 @@
+# ember/template-no-potential-path-strings
+
+<!-- end auto-generated rule header -->
+
+It might happen sometimes that `{{` and `}}` are forgotten when invoking a component, and the string that is passed was actually supposed to be a property path or argument.
+
+This rule warns about all arguments and attributes that start with `this.` or `@`, but are missing the surrounding `{{` and `}}` characters.
+
+## Examples
+
+This rule **forbids** the following:
+
+```hbs
+<img src='this.picture' />
+```
+
+```hbs
+<img src='@img' />
+```
+
+This rule **allows** the following:
+
+```hbs
+<img src={{this.picture}} />
+```
+
+```hbs
+<img src={{@img}} />
+```
+
+## Migration
+
+- Replace the surrounding `"` characters with `{{`/`}}`
+
+## Related Rules
+
+- [no-arguments-for-html-elements](template-no-arguments-for-html-elements.md)
+
+## References
+
+- [Component Arguments and HTML Attributes](https://guides.emberjs.com/release/components/component-arguments-and-html-attributes/)
diff --git a/lib/rules/template-no-potential-path-strings.js b/lib/rules/template-no-potential-path-strings.js
new file mode 100644
index 0000000000..2dd83d94b5
--- /dev/null
+++ b/lib/rules/template-no-potential-path-strings.js
@@ -0,0 +1,47 @@
+const FINE_SYMBOLS = ['|', '/', '\\'];
+
+/** @type {import('eslint').Rule.RuleModule} */
+module.exports = {
+  meta: {
+    type: 'suggestion',
+    docs: {
+      description: 'disallow potential path strings in attribute values',
+      category: 'Best Practices',
+      url: 'https://github.com/ember-cli/eslint-plugin-ember/tree/master/docs/rules/template-no-potential-path-strings.md',
+      templateMode: 'both',
+    },
+    fixable: null,
+    schema: [],
+    messages: {
+      noPotentialPathStrings:
+        'Potential path in attribute string detected. Did you mean {{{{path}}}}?',
+    },
+    originallyFrom: {
+      name: 'ember-template-lint',
+      rule: 'lib/rules/no-potential-path-strings.js',
+      docs: 'docs/rule/no-potential-path-strings.md',
+      tests: 'test/unit/rules/no-potential-path-strings-test.js',
+    },
+  },
+
+  create(context) {
+    return {
+      GlimmerAttrNode(node) {
+        if (!node.value || node.value.type !== 'GlimmerTextNode') {
+          return;
+        }
+
+        const chars = node.value.chars;
+        const hasSpecialPrefix = chars.startsWith('this.') || chars.startsWith('@');
+
+        if (hasSpecialPrefix && !FINE_SYMBOLS.some((symbol) => chars.includes(symbol))) {
+          context.report({
+            node: node.value,
+            messageId: 'noPotentialPathStrings',
+            data: { path: chars },
+          });
+        }
+      },
+    };
+  },
+};
diff --git a/tests/lib/rules/template-no-potential-path-strings.js b/tests/lib/rules/template-no-potential-path-strings.js
new file mode 100644
index 0000000000..52e3af9d21
--- /dev/null
+++ b/tests/lib/rules/template-no-potential-path-strings.js
@@ -0,0 +1,154 @@
+const { RuleTester } = require('eslint');
+const rule = require('../../../lib/rules/template-no-potential-path-strings');
+
+const ruleTester = new RuleTester({
+  parser: require.resolve('ember-eslint-parser'),
+  parserOptions: { ecmaVersion: 2022, sourceType: 'module' },
+});
+
+ruleTester.run('template-no-potential-path-strings', rule, {
+  valid: [
+    '<template><img src="foo.png"></template>',
+    '<template><img src={{picture}}></template>',
+    '<template><img src={{this.picture}}></template>',
+    '<template><img src={{@img}}></template>',
+    '<template><SomeComponent @foo={{@bar}} /></template>',
+    '<template><Ui::Demo @title="@my-org/my-package" /></template>',
+    '<template><Ui::Demo @title="@my-org\\my-package" /></template>',
+    '<template><Ui::Demo @title="@my-org|my-package" /></template>',
+  ],
+
+  invalid: [
+    {
+      code: '<template><img src="this.picture"></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.picture}}?',
+        },
+      ],
+    },
+    {
+      code: '<template><img src=this.picture></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.picture}}?',
+        },
+      ],
+    },
+    {
+      code: '<template><img src="@img"></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@img}}?',
+        },
+      ],
+    },
+    {
+      code: '<template><img src=@img></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@img}}?',
+        },
+      ],
+    },
+    {
+      code: '<template><SomeComponent @foo=@bar /></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@bar}}?',
+        },
+      ],
+    },
+    {
+      code: '<template><SomeComponent @foo=this.bar /></template>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.bar}}?',
+        },
+      ],
+    },
+  ],
+});
+
+const hbsRuleTester = new RuleTester({
+  parser: require.resolve('ember-eslint-parser/hbs'),
+  parserOptions: {
+    ecmaVersion: 2022,
+    sourceType: 'module',
+  },
+});
+
+hbsRuleTester.run('template-no-potential-path-strings', rule, {
+  valid: [
+    '<img src="foo.png">',
+    '<img src={{picture}}>',
+    '<img src={{this.picture}}>',
+    '<img src={{@img}}>',
+    '<SomeComponent @foo={{@bar}} />',
+    '<Ui::Demo @title="@my-org/my-package" />',
+    '<Ui::Demo @title="@my-org\\my-package" />',
+    '<Ui::Demo @title="@my-org|my-package" />',
+  ],
+  invalid: [
+    {
+      code: '<img src="this.picture">',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.picture}}?',
+        },
+      ],
+    },
+    {
+      code: '<img src=this.picture>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.picture}}?',
+        },
+      ],
+    },
+    {
+      code: '<img src="@img">',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@img}}?',
+        },
+      ],
+    },
+    {
+      code: '<img src=@img>',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@img}}?',
+        },
+      ],
+    },
+    {
+      code: '<SomeComponent @foo=@bar />',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{@bar}}?',
+        },
+      ],
+    },
+    {
+      code: '<SomeComponent @foo=this.bar />',
+      output: null,
+      errors: [
+        {
+          message: 'Potential path in attribute string detected. Did you mean {{this.bar}}?',
+        },
+      ],
+    },
+  ],
+});