diff --git a/packages/block-editor/src/store/test/selectors.js b/packages/block-editor/src/store/test/selectors.js
index fc4db2c41f8a3f..9140248391cf8e 100644
--- a/packages/block-editor/src/store/test/selectors.js
+++ b/packages/block-editor/src/store/test/selectors.js
@@ -121,7 +121,7 @@ describe( 'selectors', () => {
 			parent: [ 'core/test-block-b' ],
 		} );
 
-		registerBlockType( 'core/test-freeform', {
+		registerBlockType( 'core/freeform', {
 			save: ( props ) => <RawHTML>{ props.attributes.content }</RawHTML>,
 			category: 'text',
 			title: 'Test Freeform Content Handler',
@@ -177,7 +177,7 @@ describe( 'selectors', () => {
 			ancestor: [ 'core/test-block-ancestor' ],
 		} );
 
-		setFreeformContentHandlerName( 'core/test-freeform' );
+		setFreeformContentHandlerName( 'core/freeform' );
 
 		cachedSelectors.forEach( ( { clear } ) => clear() );
 	} );
@@ -187,7 +187,7 @@ describe( 'selectors', () => {
 		unregisterBlockType( 'core/test-block-a' );
 		unregisterBlockType( 'core/test-block-b' );
 		unregisterBlockType( 'core/test-block-c' );
-		unregisterBlockType( 'core/test-freeform' );
+		unregisterBlockType( 'core/freeform' );
 		unregisterBlockType( 'core/post-content-child' );
 		unregisterBlockType( 'core/test-block-ancestor' );
 		unregisterBlockType( 'core/test-block-parent' );
@@ -3450,7 +3450,7 @@ describe( 'selectors', () => {
 			expect( firstBlockFirstCall.map( ( item ) => item.id ) ).toEqual( [
 				'core/test-block-a',
 				'core/test-block-b',
-				'core/test-freeform',
+				'core/freeform',
 				'core/test-block-ancestor',
 				'core/test-block-parent',
 				'core/block/1',
@@ -3466,7 +3466,7 @@ describe( 'selectors', () => {
 			expect( secondBlockFirstCall.map( ( item ) => item.id ) ).toEqual( [
 				'core/test-block-a',
 				'core/test-block-b',
-				'core/test-freeform',
+				'core/freeform',
 				'core/test-block-ancestor',
 				'core/test-block-parent',
 				'core/block/1',
diff --git a/packages/blocks/src/api/parser/index.js b/packages/blocks/src/api/parser/index.js
index 52facfb212c8c4..f8ff0c68964dc3 100644
--- a/packages/blocks/src/api/parser/index.js
+++ b/packages/blocks/src/api/parser/index.js
@@ -101,6 +101,7 @@ export function normalizeRawBlock( rawBlock, options ) {
 	// meaning there are no negative consequences to repeated autop calls.
 	if (
 		rawBlockName === fallbackBlockName &&
+		rawBlockName === 'core/freeform' &&
 		! options?.__unstableSkipAutop
 	) {
 		rawInnerHTML = autop( rawInnerHTML ).trim();
diff --git a/packages/blocks/src/api/parser/test/index.js b/packages/blocks/src/api/parser/test/index.js
index 589d6b81be5536..85e51e9d0af025 100644
--- a/packages/blocks/src/api/parser/test/index.js
+++ b/packages/blocks/src/api/parser/test/index.js
@@ -90,19 +90,30 @@ describe( 'block parser', () => {
 		} );
 
 		it( 'should fall back to the freeform content handler if block type not specified', () => {
-			registerBlockType( 'core/freeform-block', unknownBlockSettings );
-			setFreeformContentHandlerName( 'core/freeform-block' );
+			registerBlockType( 'core/freeform', unknownBlockSettings );
+			setFreeformContentHandlerName( 'core/freeform' );
 
 			const block = parseRawBlock( {
 				innerHTML: 'content',
 			} );
-			expect( block.name ).toEqual( 'core/freeform-block' );
+			expect( block.name ).toEqual( 'core/freeform' );
 			expect( block.attributes ).toEqual( { content: '<p>content</p>' } );
 		} );
 
+		it( 'skips adding paragraph tags if freeform block is set to core/html', () => {
+			registerBlockType( 'core/html', unknownBlockSettings );
+			setFreeformContentHandlerName( 'core/html' );
+
+			const block = parseRawBlock( {
+				innerHTML: 'content',
+			} );
+			expect( block.name ).toEqual( 'core/html' );
+			expect( block.attributes ).toEqual( { content: 'content' } );
+		} );
+
 		it( 'skips adding paragraph tags if __unstableSkipAutop is passed as an option', () => {
-			registerBlockType( 'core/freeform-block', unknownBlockSettings );
-			setFreeformContentHandlerName( 'core/freeform-block' );
+			registerBlockType( 'core/freeform', unknownBlockSettings );
+			setFreeformContentHandlerName( 'core/freeform' );
 
 			const block = parseRawBlock(
 				{
@@ -112,7 +123,7 @@ describe( 'block parser', () => {
 					__unstableSkipAutop: true,
 				}
 			);
-			expect( block.name ).toEqual( 'core/freeform-block' );
+			expect( block.name ).toEqual( 'core/freeform' );
 			expect( block.attributes ).toEqual( { content: 'content' } );
 		} );
 
diff --git a/packages/blocks/src/api/serializer.js b/packages/blocks/src/api/serializer.js
index fff687767b7fa8..92559b1a0e7173 100644
--- a/packages/blocks/src/api/serializer.js
+++ b/packages/blocks/src/api/serializer.js
@@ -390,7 +390,8 @@ export function __unstableSerializeAndClean( blocks ) {
 	// pre-block-editor removep'd content formatting.
 	if (
 		blocks.length === 1 &&
-		blocks[ 0 ].name === getFreeformContentHandlerName()
+		blocks[ 0 ].name === getFreeformContentHandlerName() &&
+		blocks[ 0 ].name === 'core/freeform'
 	) {
 		content = removep( content );
 	}
diff --git a/packages/blocks/src/api/test/serializer.js b/packages/blocks/src/api/test/serializer.js
index 22fa5bc7b6dc6a..6cb21470f9e1fa 100644
--- a/packages/blocks/src/api/test/serializer.js
+++ b/packages/blocks/src/api/test/serializer.js
@@ -244,7 +244,7 @@ describe( 'block serializer', () => {
 
 	describe( 'serializeBlock()', () => {
 		it( 'serializes the freeform content fallback block without comment delimiters', () => {
-			registerBlockType( 'core/freeform-block', {
+			registerBlockType( 'core/freeform', {
 				category: 'text',
 				title: 'freeform block',
 				attributes: {
@@ -254,8 +254,8 @@ describe( 'block serializer', () => {
 				},
 				save: ( { attributes } ) => attributes.fruit,
 			} );
-			setFreeformContentHandlerName( 'core/freeform-block' );
-			const block = createBlock( 'core/freeform-block', {
+			setFreeformContentHandlerName( 'core/freeform' );
+			const block = createBlock( 'core/freeform', {
 				fruit: 'Bananas',
 			} );
 
@@ -264,7 +264,7 @@ describe( 'block serializer', () => {
 			expect( content ).toBe( 'Bananas' );
 		} );
 		it( 'serializes the freeform content fallback block with comment delimiters in nested context', () => {
-			registerBlockType( 'core/freeform-block', {
+			registerBlockType( 'core/freeform', {
 				category: 'text',
 				title: 'freeform block',
 				attributes: {
@@ -274,17 +274,17 @@ describe( 'block serializer', () => {
 				},
 				save: ( { attributes } ) => attributes.fruit,
 			} );
-			setFreeformContentHandlerName( 'core/freeform-block' );
-			const block = createBlock( 'core/freeform-block', {
+			setFreeformContentHandlerName( 'core/freeform' );
+			const block = createBlock( 'core/freeform', {
 				fruit: 'Bananas',
 			} );
 
 			const content = serializeBlock( block, { isInnerBlocks: true } );
 
 			expect( content ).toBe(
-				'<!-- wp:freeform-block {"fruit":"Bananas"} -->\n' +
+				'<!-- wp:freeform {"fruit":"Bananas"} -->\n' +
 					'Bananas\n' +
-					'<!-- /wp:freeform-block -->'
+					'<!-- /wp:freeform -->'
 			);
 		} );
 		it( 'serializes the unregistered fallback block without comment delimiters', () => {
diff --git a/packages/editor/src/store/test/selectors.js b/packages/editor/src/store/test/selectors.js
index 2a22b4523444ba..8b36e789614537 100644
--- a/packages/editor/src/store/test/selectors.js
+++ b/packages/editor/src/store/test/selectors.js
@@ -260,7 +260,7 @@ describe( 'selectors', () => {
 			parent: [ 'core/test-block-b' ],
 		} );
 
-		registerBlockType( 'core/test-freeform', {
+		registerBlockType( 'core/freeform', {
 			save: ( props ) => <RawHTML>{ props.attributes.content }</RawHTML>,
 			category: 'text',
 			title: 'Test Freeform Content Handler',
@@ -287,7 +287,7 @@ describe( 'selectors', () => {
 			save: () => null,
 		} );
 
-		setFreeformContentHandlerName( 'core/test-freeform' );
+		setFreeformContentHandlerName( 'core/freeform' );
 		setDefaultBlockName( 'core/test-default' );
 
 		cachedSelectors.forEach( ( { clear } ) => clear() );
@@ -298,7 +298,7 @@ describe( 'selectors', () => {
 		unregisterBlockType( 'core/test-block-a' );
 		unregisterBlockType( 'core/test-block-b' );
 		unregisterBlockType( 'core/test-block-c' );
-		unregisterBlockType( 'core/test-freeform' );
+		unregisterBlockType( 'core/freeform' );
 		unregisterBlockType( 'core/test-default' );
 
 		setFreeformContentHandlerName( undefined );
@@ -1335,7 +1335,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -1362,7 +1362,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -1736,7 +1736,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -1762,7 +1762,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -1790,7 +1790,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: 'Test Data',
@@ -1818,7 +1818,7 @@ describe( 'selectors', () => {
 							value: [
 								{
 									clientId: 123,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -1826,7 +1826,7 @@ describe( 'selectors', () => {
 								},
 								{
 									clientId: 456,
-									name: 'core/test-freeform',
+									name: 'core/freeform',
 									isValid: true,
 									attributes: {
 										content: '',
@@ -2409,7 +2409,7 @@ describe( 'selectors', () => {
 		} );
 
 		it( "returns removep'd serialization of blocks for single unknown", () => {
-			const unknownBlock = createBlock( 'core/test-freeform', {
+			const unknownBlock = createBlock( 'core/freeform', {
 				content: '<p>foo</p>',
 			} );
 			const state = {
@@ -2431,10 +2431,10 @@ describe( 'selectors', () => {
 		} );
 
 		it( "returns non-removep'd serialization of blocks for multiple unknown", () => {
-			const firstUnknown = createBlock( 'core/test-freeform', {
+			const firstUnknown = createBlock( 'core/freeform', {
 				content: '<p>foo</p>',
 			} );
-			const secondUnknown = createBlock( 'core/test-freeform', {
+			const secondUnknown = createBlock( 'core/freeform', {
 				content: '<p>bar</p>',
 			} );
 			const state = {