diff --git a/homeassistant/components/hue/v2/group.py b/homeassistant/components/hue/v2/group.py
index 08f1dc72325..4427d4cb415 100644
--- a/homeassistant/components/hue/v2/group.py
+++ b/homeassistant/components/hue/v2/group.py
@@ -6,16 +6,19 @@ from typing import Any
 from aiohue.v2 import HueBridgeV2
 from aiohue.v2.controllers.events import EventType
 from aiohue.v2.controllers.groups import GroupedLight, Room, Zone
+from aiohue.v2.models.feature import AlertEffectType
 
 from homeassistant.components.light import (
     ATTR_BRIGHTNESS,
     ATTR_COLOR_TEMP,
+    ATTR_FLASH,
     ATTR_TRANSITION,
     ATTR_XY_COLOR,
     COLOR_MODE_BRIGHTNESS,
     COLOR_MODE_COLOR_TEMP,
     COLOR_MODE_ONOFF,
     COLOR_MODE_XY,
+    SUPPORT_FLASH,
     SUPPORT_TRANSITION,
     LightEntity,
 )
@@ -32,6 +35,7 @@ ALLOWED_ERRORS = [
     'device (groupedLight) is "soft off", command (on) may not have effect',
     "device (light) has communication issues, command (on) may not have effect",
     'device (light) is "soft off", command (on) may not have effect',
+    "attribute (supportedAlertActions) cannot be written",
 ]
 
 
@@ -88,6 +92,7 @@ class GroupedHueLight(HueBaseEntity, LightEntity):
         self.group = group
         self.controller = controller
         self.api: HueBridgeV2 = bridge.api
+        self._attr_supported_features |= SUPPORT_FLASH
         self._attr_supported_features |= SUPPORT_TRANSITION
 
         # Entities for Hue groups are disabled by default
@@ -146,6 +151,7 @@ class GroupedHueLight(HueBaseEntity, LightEntity):
         xy_color = kwargs.get(ATTR_XY_COLOR)
         color_temp = kwargs.get(ATTR_COLOR_TEMP)
         brightness = kwargs.get(ATTR_BRIGHTNESS)
+        flash = kwargs.get(ATTR_FLASH)
         if brightness is not None:
             # Hue uses a range of [0, 100] to control brightness.
             brightness = float((brightness / 255) * 100)
@@ -160,6 +166,7 @@ class GroupedHueLight(HueBaseEntity, LightEntity):
             and xy_color is None
             and color_temp is None
             and transition is None
+            and flash is None
         ):
             await self.bridge.async_request_call(
                 self.controller.set_state,
@@ -180,6 +187,7 @@ class GroupedHueLight(HueBaseEntity, LightEntity):
                 color_xy=xy_color if light.supports_color else None,
                 color_temp=color_temp if light.supports_color_temperature else None,
                 transition_time=transition,
+                alert=AlertEffectType.BREATHE if flash is not None else None,
                 allowed_errors=ALLOWED_ERRORS,
             )
 
diff --git a/homeassistant/components/hue/v2/light.py b/homeassistant/components/hue/v2/light.py
index de5388e1220..afb4c3d88bd 100644
--- a/homeassistant/components/hue/v2/light.py
+++ b/homeassistant/components/hue/v2/light.py
@@ -6,17 +6,20 @@ from typing import Any
 from aiohue import HueBridgeV2
 from aiohue.v2.controllers.events import EventType
 from aiohue.v2.controllers.lights import LightsController
+from aiohue.v2.models.feature import AlertEffectType
 from aiohue.v2.models.light import Light
 
 from homeassistant.components.light import (
     ATTR_BRIGHTNESS,
     ATTR_COLOR_TEMP,
+    ATTR_FLASH,
     ATTR_TRANSITION,
     ATTR_XY_COLOR,
     COLOR_MODE_BRIGHTNESS,
     COLOR_MODE_COLOR_TEMP,
     COLOR_MODE_ONOFF,
     COLOR_MODE_XY,
+    SUPPORT_FLASH,
     SUPPORT_TRANSITION,
     LightEntity,
 )
@@ -31,6 +34,7 @@ from .entity import HueBaseEntity
 ALLOWED_ERRORS = [
     "device (light) has communication issues, command (on) may not have effect",
     'device (light) is "soft off", command (on) may not have effect',
+    "attribute (supportedAlertActions) cannot be written",
 ]
 
 
@@ -68,6 +72,7 @@ class HueLight(HueBaseEntity, LightEntity):
     ) -> None:
         """Initialize the light."""
         super().__init__(bridge, controller, resource)
+        self._attr_supported_features |= SUPPORT_FLASH
         self.resource = resource
         self.controller = controller
         self._supported_color_modes = set()
@@ -154,6 +159,7 @@ class HueLight(HueBaseEntity, LightEntity):
         xy_color = kwargs.get(ATTR_XY_COLOR)
         color_temp = kwargs.get(ATTR_COLOR_TEMP)
         brightness = kwargs.get(ATTR_BRIGHTNESS)
+        flash = kwargs.get(ATTR_FLASH)
         if brightness is not None:
             # Hue uses a range of [0, 100] to control brightness.
             brightness = float((brightness / 255) * 100)
@@ -169,12 +175,14 @@ class HueLight(HueBaseEntity, LightEntity):
             color_xy=xy_color,
             color_temp=color_temp,
             transition_time=transition,
+            alert=AlertEffectType.BREATHE if flash is not None else None,
             allowed_errors=ALLOWED_ERRORS,
         )
 
     async def async_turn_off(self, **kwargs: Any) -> None:
         """Turn the light off."""
         transition = kwargs.get(ATTR_TRANSITION)
+        flash = kwargs.get(ATTR_FLASH)
         if transition is not None:
             # hue transition duration is in milliseconds
             transition = int(transition * 1000)
@@ -183,5 +191,6 @@ class HueLight(HueBaseEntity, LightEntity):
             id=self.resource.id,
             on=False,
             transition_time=transition,
+            alert=AlertEffectType.BREATHE if flash is not None else None,
             allowed_errors=ALLOWED_ERRORS,
         )
diff --git a/tests/components/hue/test_light_v2.py b/tests/components/hue/test_light_v2.py
index 362b7076a92..7a51f833207 100644
--- a/tests/components/hue/test_light_v2.py
+++ b/tests/components/hue/test_light_v2.py
@@ -121,6 +121,17 @@ async def test_light_turn_on_service(hass, mock_bridge_v2, v2_resources_test_dat
     assert mock_bridge_v2.mock_requests[1]["json"]["on"]["on"] is True
     assert mock_bridge_v2.mock_requests[1]["json"]["dynamics"]["duration"] == 6000
 
+    # test again with sending flash/alert
+    await hass.services.async_call(
+        "light",
+        "turn_on",
+        {"entity_id": test_light_id, "flash": "long"},
+        blocking=True,
+    )
+    assert len(mock_bridge_v2.mock_requests) == 3
+    assert mock_bridge_v2.mock_requests[2]["json"]["on"]["on"] is True
+    assert mock_bridge_v2.mock_requests[2]["json"]["alert"]["action"] == "breathe"
+
 
 async def test_light_turn_off_service(hass, mock_bridge_v2, v2_resources_test_data):
     """Test calling the turn off service on a light."""