diff --git a/lisp/ox.el b/lisp/ox.el
index 280fa0275..6b68fc2da 100644
--- a/lisp/ox.el
+++ b/lisp/ox.el
@@ -633,7 +633,7 @@ This option can also be set with the SELECT_TAGS keyword."
 (defcustom org-export-with-smart-quotes nil
   "Non-nil means activate smart quotes during export.
 This option can also be set with the OPTIONS keyword,
-e.g., \"':t\".
+e.g., \"\\=':t\".
 
 When setting this to non-nil, you need to take care of
 using the correct Babel package when exporting to LaTeX.