diff --git a/opentelemetry-otlp/CHANGELOG.md b/opentelemetry-otlp/CHANGELOG.md
index 311a8a4bfc..af20aa658d 100644
--- a/opentelemetry-otlp/CHANGELOG.md
+++ b/opentelemetry-otlp/CHANGELOG.md
@@ -4,6 +4,7 @@
 
 - The `OTEL_EXPORTER_OTLP_TIMEOUT`, `OTEL_EXPORTER_OTLP_TRACES_TIMEOUT`, `OTEL_EXPORTER_OTLP_METRICS_TIMEOUT` and `OTEL_EXPORTER_OTLP_LOGS_TIMEOUT` are changed from seconds to miliseconds.
 - Fixed `.with_headers()` in `HttpExporterBuilder` to correctly support multiple key/value pairs. [#2699](https://github.com/open-telemetry/opentelemetry-rust/pull/2699)
+- **BREAKING** `opentelemetry_otlp::Protocol` implementations of `Serialize` and `Deserialize` have been changed to [match standard otel values for protocol](https://opentelemetry.io/docs/languages/sdk-configuration/otlp-exporter/#otel_exporter_otlp_protocol). [#2765](https://github.com/open-telemetry/opentelemetry-rust/pull/2765)
 
 ## 0.28.0
 
diff --git a/opentelemetry-otlp/src/lib.rs b/opentelemetry-otlp/src/lib.rs
index 4d80a017f1..a35a31cfcf 100644
--- a/opentelemetry-otlp/src/lib.rs
+++ b/opentelemetry-otlp/src/lib.rs
@@ -389,10 +389,13 @@ impl ExportError for Error {
 #[derive(Clone, Copy, Debug, Eq, PartialEq)]
 pub enum Protocol {
     /// GRPC protocol
+    #[cfg_attr(feature = "serialize", serde(rename = "grpc"))]
     Grpc,
     /// HTTP protocol with binary protobuf
+    #[cfg_attr(feature = "serialize", serde(rename = "http/protobuf"))]
     HttpBinary,
     /// HTTP protocol with JSON payload
+    #[cfg_attr(feature = "serialize", serde(rename = "http/json"))]
     HttpJson,
 }
 
@@ -400,3 +403,25 @@ pub enum Protocol {
 #[doc(hidden)]
 /// Placeholder type when no exporter pipeline has been configured in telemetry pipeline.
 pub struct NoExporterConfig(());
+
+#[cfg(test)]
+mod tests {
+
+    #[cfg(feature = "serialize")]
+    #[test]
+    fn test_protocol_serialization() {
+        use super::Protocol;
+
+        for (protocol, expected) in [
+            (Protocol::Grpc, r#""grpc""#),
+            (Protocol::HttpBinary, r#""http/protobuf""#),
+            (Protocol::HttpJson, r#""http/json""#),
+        ] {
+            let serialized = serde_json::to_string(&protocol).unwrap();
+            assert_eq!(serialized, expected);
+
+            let deserialized: Protocol = serde_json::from_str(&serialized).unwrap();
+            assert_eq!(deserialized, protocol);
+        }
+    }
+}