diff --git a/homeassistant/helpers/entity.py b/homeassistant/helpers/entity.py
index 250b81bb0fb..92072b22df2 100644
--- a/homeassistant/helpers/entity.py
+++ b/homeassistant/helpers/entity.py
@@ -365,17 +365,25 @@ class Entity(ABC):
 
         if end - start > 0.4 and not self._slow_reported:
             self._slow_reported = True
-            url = "https://github.com/home-assistant/home-assistant/issues?q=is%3Aopen+is%3Aissue"
-            if self.platform:
-                url += f"+label%3A%22integration%3A+{self.platform.platform_name}%22"
+            extra = ""
+            if "custom_components" in type(self).__module__:
+                extra = "Please report it to the custom component author."
+            else:
+                extra = (
+                    "Please create a bug report at "
+                    "https://github.com/home-assistant/home-assistant/issues?q=is%3Aopen+is%3Aissue"
+                )
+                if self.platform:
+                    extra += (
+                        f"+label%3A%22integration%3A+{self.platform.platform_name}%22"
+                    )
 
             _LOGGER.warning(
-                "Updating state for %s (%s) took %.3f seconds. "
-                "Please create a bug report at %s",
+                "Updating state for %s (%s) took %.3f seconds. %s",
                 self.entity_id,
                 type(self),
                 end - start,
-                url,
+                extra,
             )
 
         # Overwrite properties that have been set in the config file.
diff --git a/tests/helpers/test_entity.py b/tests/helpers/test_entity.py
index 9977c99904a..6dc194c09d4 100644
--- a/tests/helpers/test_entity.py
+++ b/tests/helpers/test_entity.py
@@ -680,3 +680,24 @@ async def test_warn_slow_write_state(hass, caplog):
         "https://github.com/home-assistant/home-assistant/issues?"
         "q=is%3Aopen+is%3Aissue+label%3A%22integration%3A+hue%22"
     ) in caplog.text
+
+
+async def test_warn_slow_write_state_custom_component(hass, caplog):
+    """Check that we log a warning if reading properties takes too long."""
+
+    class CustomComponentEntity(entity.Entity):
+        __module__ = "custom_components.bla.sensor"
+
+    mock_entity = CustomComponentEntity()
+    mock_entity.hass = hass
+    mock_entity.entity_id = "comp_test.test_entity"
+    mock_entity.platform = MagicMock(platform_name="hue")
+
+    with patch("homeassistant.helpers.entity.timer", side_effect=[0, 10]):
+        mock_entity.async_write_ha_state()
+
+    assert (
+        "Updating state for comp_test.test_entity "
+        "(<class 'custom_components.bla.sensor.test_warn_slow_write_state_custom_component.<locals>.CustomComponentEntity'>) "
+        "took 10.000 seconds. Please report it to the custom component author."
+    ) in caplog.text