diff --git a/src/pluggy/__init__.py b/src/pluggy/__init__.py
index 9d9e873b..6f03357d 100644
--- a/src/pluggy/__init__.py
+++ b/src/pluggy/__init__.py
@@ -18,9 +18,10 @@
     "HookspecMarker",
     "HookimplMarker",
     "Result",
+    "force_not_a_hook",
 ]
 
-from ._manager import PluginManager, PluginValidationError
+from ._manager import PluginManager, PluginValidationError, force_not_a_hook
 from ._result import HookCallError, Result
 from ._hooks import (
     HookspecMarker,
diff --git a/src/pluggy/_manager.py b/src/pluggy/_manager.py
index 84717e6e..8eea0b41 100644
--- a/src/pluggy/_manager.py
+++ b/src/pluggy/_manager.py
@@ -11,6 +11,7 @@
 from typing import Iterable
 from typing import Mapping
 from typing import Sequence
+from typing import TypeVar
 
 from . import _tracing
 from ._callers import _multicall
@@ -72,6 +73,32 @@ def __dir__(self) -> list[str]:
         return sorted(dir(self._dist) + ["_dist", "project_name"])
 
 
+_T = TypeVar("_T")
+
+
+_pluggy_hide_attr_name = "_pluggy_hide_mark"
+
+
+def force_not_a_hook(obj: _T) -> _T:
+    """
+    Use this to mark a function or method as *hidden* from discovery as a plugin hook.
+
+    This is useful in rare cases. Use it where hooks are discovered by prefix name but some objects exist with
+    matching names which are _not_ to be considered as hook implementations.
+
+    e.g. When using _pytest_, use this marker to mark a function that has a name starting with 'pytest_' but which
+    is not intended to be picked up as a hook implementation.
+
+    >>> @force_not_a_hook
+    ... def pytest_some_function(arg1):
+    ...   # For some reason, we needed to name this function with `pytest_` prefix, but we don't want it treated as a
+    ...   # hook
+    """
+    assert not hasattr(obj, _pluggy_hide_attr_name)
+    setattr(obj, _pluggy_hide_attr_name, True)
+    return obj
+
+
 class PluginManager:
     """Core class which manages registration of plugin objects and 1:N hook
     calling.
@@ -148,7 +175,7 @@ def register(self, plugin: _Plugin, name: str | None = None) -> str | None:
         self._name2plugin[plugin_name] = plugin
 
         # register matching hook implementations of the plugin
-        for name in dir(plugin):
+        for name in self._find_plugin_attrs(plugin):
             hookimpl_opts = self.parse_hookimpl_opts(plugin, name)
             if hookimpl_opts is not None:
                 normalize_hookimpl_opts(hookimpl_opts)
@@ -165,6 +192,24 @@ def register(self, plugin: _Plugin, name: str | None = None) -> str | None:
                 hook._add_hookimpl(hookimpl)
         return plugin_name
 
+    def _find_plugin_attrs(self, plugin: _Namespace) -> Iterable[str]:
+        """
+        Override this method to customize the way we select the attribute names from an object to inspect as potential
+        hook implementations.
+
+        The results from this method will run through `parse_hookimpl_opts` which may do additional filtering.
+        """
+        for name in dir(plugin):  # , method in inspect.getmembers(plugin):
+            try:
+                method = getattr(plugin, name, None)
+                pluggy_hide_mark = getattr(method, _pluggy_hide_attr_name, None)
+            except Exception:
+                # Ignore all kinds of exceptions.  Pluggy has to be very exception-tolerant during plugin registration
+                continue
+
+            if pluggy_hide_mark is not True:
+                yield name
+
     def parse_hookimpl_opts(self, plugin: _Plugin, name: str) -> HookimplOpts | None:
         """Try to obtain a hook implementation from an item with the given name
         in the given plugin which is being searched for hook impls.
diff --git a/testing/test_pluginmanager.py b/testing/test_pluginmanager.py
index 81b86b65..3e28dc49 100644
--- a/testing/test_pluginmanager.py
+++ b/testing/test_pluginmanager.py
@@ -7,6 +7,7 @@
 
 import pytest
 
+from pluggy import force_not_a_hook
 from pluggy import HookCallError
 from pluggy import HookimplMarker
 from pluggy import HookspecMarker
@@ -211,6 +212,26 @@ def he_method1(self, arg):
     assert len(hookcallers) == 1
 
 
+def test_register_force_not_hook(pm: PluginManager) -> None:
+    class Hooks:
+        @hookspec
+        def he_method1(self):
+            pass
+
+    pm.add_hookspecs(Hooks)
+
+    class Plugin:
+        @force_not_a_hook
+        @hookimpl
+        def he_method1(self):
+            return 1
+
+    pm.register(Plugin())
+    hc = pm.hook
+    out = hc.he_method1()
+    assert out == []
+
+
 def test_register_historic(pm: PluginManager) -> None:
     class Hooks:
         @hookspec(historic=True)