diff --git a/packages/playwright-core/src/utils/isomorphic/locatorGenerators.ts b/packages/playwright-core/src/utils/isomorphic/locatorGenerators.ts
index 8c1fd4f46d282..c2007974e8e6b 100644
--- a/packages/playwright-core/src/utils/isomorphic/locatorGenerators.ts
+++ b/packages/playwright-core/src/utils/isomorphic/locatorGenerators.ts
@@ -14,7 +14,7 @@
  * limitations under the License.
  */
 
-import { escapeWithQuotes, toSnakeCase, toTitleCase } from './stringUtils';
+import { escapeWithQuotes, normalizeEscapedRegexQuotes, toSnakeCase, toTitleCase } from './stringUtils';
 import { type NestedSelectorBody, parseAttributeSelector, parseSelector, stringifySelector } from './selectorParser';
 import type { ParsedSelector } from './selectorParser';
 
@@ -268,7 +268,7 @@ export class JavaScriptLocatorFactory implements LocatorFactory {
       case 'role':
         const attrs: string[] = [];
         if (isRegExp(options.name)) {
-          attrs.push(`name: ${options.name}`);
+          attrs.push(`name: ${this.regexToSourceString(options.name)}`);
         } else if (typeof options.name === 'string') {
           attrs.push(`name: ${this.quote(options.name)}`);
           if (options.exact)
@@ -313,21 +313,25 @@ export class JavaScriptLocatorFactory implements LocatorFactory {
     return locators.join('.');
   }
 
+  private regexToSourceString(re: RegExp) {
+    return normalizeEscapedRegexQuotes(String(re));
+  }
+
   private toCallWithExact(method: string, body: string | RegExp, exact?: boolean) {
     if (isRegExp(body))
-      return `${method}(${body})`;
+      return `${method}(${this.regexToSourceString(body)})`;
     return exact ? `${method}(${this.quote(body)}, { exact: true })` : `${method}(${this.quote(body)})`;
   }
 
   private toHasText(body: string | RegExp) {
     if (isRegExp(body))
-      return String(body);
+      return this.regexToSourceString(body);
     return this.quote(body);
   }
 
   private toTestIdValue(value: string | RegExp): string {
     if (isRegExp(value))
-      return String(value);
+      return this.regexToSourceString(value);
     return this.quote(value);
   }
 
@@ -407,7 +411,7 @@ export class PythonLocatorFactory implements LocatorFactory {
 
   private regexToString(body: RegExp) {
     const suffix = body.flags.includes('i') ? ', re.IGNORECASE' : '';
-    return `re.compile(r"${body.source.replace(/\\\//, '/').replace(/"/g, '\\"')}"${suffix})`;
+    return `re.compile(r"${normalizeEscapedRegexQuotes(body.source).replace(/\\\//, '/').replace(/"/g, '\\"')}"${suffix})`;
   }
 
   private toCallWithExact(method: string, body: string | RegExp, exact: boolean) {
@@ -508,7 +512,7 @@ export class JavaLocatorFactory implements LocatorFactory {
 
   private regexToString(body: RegExp) {
     const suffix = body.flags.includes('i') ? ', Pattern.CASE_INSENSITIVE' : '';
-    return `Pattern.compile(${this.quote(body.source)}${suffix})`;
+    return `Pattern.compile(${this.quote(normalizeEscapedRegexQuotes(body.source))}${suffix})`;
   }
 
   private toCallWithExact(clazz: string, method: string, body: string | RegExp, exact: boolean) {
@@ -603,7 +607,7 @@ export class CSharpLocatorFactory implements LocatorFactory {
 
   private regexToString(body: RegExp): string {
     const suffix = body.flags.includes('i') ? ', RegexOptions.IgnoreCase' : '';
-    return `new Regex(${this.quote(body.source)}${suffix})`;
+    return `new Regex(${this.quote(normalizeEscapedRegexQuotes(body.source))}${suffix})`;
   }
 
   private toCallWithExact(method: string, body: string | RegExp, exact: boolean) {
diff --git a/packages/playwright-core/src/utils/isomorphic/locatorParser.ts b/packages/playwright-core/src/utils/isomorphic/locatorParser.ts
index f8733743c0055..1e2a9b0a27080 100644
--- a/packages/playwright-core/src/utils/isomorphic/locatorParser.ts
+++ b/packages/playwright-core/src/utils/isomorphic/locatorParser.ts
@@ -193,7 +193,7 @@ function transform(template: string, params: TemplateParams, testIdAttributeName
         .replace(/(?:r)\$(\d+)(i)?/g, (_, ordinal, suffix) => {
           const param = params[+ordinal - 1];
           if (t.startsWith('internal:attr') || t.startsWith('internal:testid') || t.startsWith('internal:role'))
-            return new RegExp(param.text) + (suffix || '');
+            return escapeForAttributeSelector(new RegExp(param.text), false) + (suffix || '');
           return escapeForTextSelector(new RegExp(param.text, suffix), false);
         })
         .replace(/\$(\d+)(i|s)?/g, (_, ordinal, suffix) => {
diff --git a/packages/playwright-core/src/utils/isomorphic/locatorUtils.ts b/packages/playwright-core/src/utils/isomorphic/locatorUtils.ts
index 3da73a4922b6a..67701d1cbca77 100644
--- a/packages/playwright-core/src/utils/isomorphic/locatorUtils.ts
+++ b/packages/playwright-core/src/utils/isomorphic/locatorUtils.ts
@@ -14,7 +14,7 @@
  * limitations under the License.
  */
 
-import { escapeForAttributeSelector, escapeForTextSelector, isString } from './stringUtils';
+import { escapeForAttributeSelector, escapeForTextSelector } from './stringUtils';
 
 export type ByRoleOptions = {
   checked?: boolean;
@@ -71,7 +71,7 @@ export function getByRoleSelector(role: string, options: ByRoleOptions = {}): st
   if (options.level !== undefined)
     props.push(['level', String(options.level)]);
   if (options.name !== undefined)
-    props.push(['name', isString(options.name) ? escapeForAttributeSelector(options.name, !!options.exact) : String(options.name)]);
+    props.push(['name', escapeForAttributeSelector(options.name, !!options.exact)]);
   if (options.pressed !== undefined)
     props.push(['pressed', String(options.pressed)]);
   return `internal:role=${role}${props.map(([n, v]) => `[${n}=${v}]`).join('')}`;
diff --git a/packages/playwright-core/src/utils/isomorphic/stringUtils.ts b/packages/playwright-core/src/utils/isomorphic/stringUtils.ts
index 9602dc63903c9..761eb9c6a5b6d 100644
--- a/packages/playwright-core/src/utils/isomorphic/stringUtils.ts
+++ b/packages/playwright-core/src/utils/isomorphic/stringUtils.ts
@@ -67,15 +67,26 @@ export function normalizeWhiteSpace(text: string): string {
   return text.replace(/\u200b/g, '').trim().replace(/\s+/g, ' ');
 }
 
+export function normalizeEscapedRegexQuotes(source: string) {
+  // This function reverses the effect of escapeRegexForSelector below.
+  // Odd number of backslashes followed by the quote -> remove unneeded backslash.
+  return source.replace(/(^|[^\\])(\\\\)*\\(['"`])/g, '$1$2$3');
+}
+
+function escapeRegexForSelector(re: RegExp): string {
+  // Even number of backslashes followed by the quote -> insert a backslash.
+  return String(re).replace(/(^|[^\\])(\\\\)*(["'`])/g, '$1$2\\$3').replace(/>>/g, '\\>\\>');
+}
+
 export function escapeForTextSelector(text: string | RegExp, exact: boolean): string {
   if (typeof text !== 'string')
-    return String(text).replace(/>>/g, '\\>\\>');
+    return escapeRegexForSelector(text);
   return `${JSON.stringify(text)}${exact ? 's' : 'i'}`;
 }
 
 export function escapeForAttributeSelector(value: string | RegExp, exact: boolean): string {
   if (typeof value !== 'string')
-    return String(value).replace(/>>/g, '\\>\\>');
+    return escapeRegexForSelector(value);
   // TODO: this should actually be
   //   cssEscape(value).replace(/\\ /g, ' ')
   // However, our attribute selectors do not conform to CSS parsing spec,
diff --git a/tests/library/locator-generator.spec.ts b/tests/library/locator-generator.spec.ts
index e5b639248390b..46ed9785f16ec 100644
--- a/tests/library/locator-generator.spec.ts
+++ b/tests/library/locator-generator.spec.ts
@@ -68,6 +68,13 @@ it('reverse engineer locators', async ({ page }) => {
     csharp: 'GetByTestId(new Regex("He\\"llo"))'
   });
 
+  expect.soft(generate(page.getByTestId(/He\\"llo/))).toEqual({
+    javascript: 'getByTestId(/He\\\\"llo/)',
+    python: 'get_by_test_id(re.compile(r"He\\\\\\"llo"))',
+    java: 'getByTestId(Pattern.compile("He\\\\\\\\\\"llo"))',
+    csharp: 'GetByTestId(new Regex("He\\\\\\\\\\"llo"))'
+  });
+
   expect.soft(generate(page.getByText('Hello', { exact: true }))).toEqual({
     csharp: 'GetByText("Hello", new() { Exact = true })',
     java: 'getByText("Hello", new Page.GetByTextOptions().setExact(true))',
diff --git a/tests/page/locator-query.spec.ts b/tests/page/locator-query.spec.ts
index 099e913a78fb0..d2725df553263 100644
--- a/tests/page/locator-query.spec.ts
+++ b/tests/page/locator-query.spec.ts
@@ -85,6 +85,38 @@ it('should filter by regex with quotes', async ({ page }) => {
   await expect(page.locator('div', { hasText: /Hello "world"/ })).toHaveText('Hello "world"');
 });
 
+it('should filter by regex with a single quote', async ({ page }) => {
+  await page.setContent(`<button>let's let's<span>hello</span></button>`);
+  await expect.soft(page.locator('button', { hasText: /let's/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let's/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let['abc]s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let['abc]s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\\'s/i })).not.toBeVisible();
+  await expect.soft(page.getByRole('button', { name: /let\\'s/i })).not.toBeVisible();
+  await expect.soft(page.locator('button', { hasText: /let's let\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let's let\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\'s let's/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\'s let's/i }).locator('span')).toHaveText('hello');
+
+  await page.setContent(`<button>let\\'s let\\'s<span>hello</span></button>`);
+  await expect.soft(page.locator('button', { hasText: /let\'s/i })).not.toBeVisible();
+  await expect.soft(page.getByRole('button', { name: /let\'s/i })).not.toBeVisible();
+  await expect.soft(page.locator('button', { hasText: /let\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\\'s let\\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\\'s let\\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.locator('button', { hasText: /let\\\'s let\\'s/i }).locator('span')).toHaveText('hello');
+  await expect.soft(page.getByRole('button', { name: /let\\\'s let\\'s/i }).locator('span')).toHaveText('hello');
+});
+
 it('should filter by regex and regexp flags', async ({ page }) => {
   await page.setContent(`<div>Hello "world"</div><div>Hello world</div>`);
   await expect(page.locator('div', { hasText: /hElLo "world"/i })).toHaveText('Hello "world"');
diff --git a/tests/page/selectors-text.spec.ts b/tests/page/selectors-text.spec.ts
index 29c7e5474f56c..af9a2d27309d4 100644
--- a/tests/page/selectors-text.spec.ts
+++ b/tests/page/selectors-text.spec.ts
@@ -109,6 +109,10 @@ it('should work @smoke', async ({ page }) => {
   expect(await page.$(`text="lo wo"`)).toBe(null);
   expect((await page.$$(`text=lo \nwo`)).length).toBe(1);
   expect((await page.$$(`text="lo \nwo"`)).length).toBe(0);
+
+  await page.setContent(`<div>let's<span>hello</span></div>`);
+  expect(await page.$eval(`text=/let's/i >> span`, e => e.outerHTML)).toBe('<span>hello</span>');
+  expect(await page.$eval(`text=/let\\'s/i >> span`, e => e.outerHTML)).toBe('<span>hello</span>');
 });
 
 it('should work with :text', async ({ page }) => {