diff --git a/tools/lint-all b/tools/lint-all
index 9d72d4e796..f4719aa0e1 100755
--- a/tools/lint-all
+++ b/tools/lint-all
@@ -319,17 +319,18 @@ def build_custom_checkers(by_lang):
         {'pattern': '{\w',
          'description': "Missing whitespace after '{' in CSS (should be newline)."},
         ]) + whitespace_rules # type: RuleList
-    handlebars_rules = whitespace_rules
     prose_style_rules = [
         {'pattern': '[^\/\#\-\"]([jJ]avascript)', # exclude usage in hrefs/divs
          'description': "javascript should be spelled JavaScript"},
     ] # type: RuleList
     html_rules = whitespace_rules + prose_style_rules + [
         {'pattern': 'placeholder="[^{]',
-         'description': "`placeholder` value should be translatable."},
+         'description': "`placeholder` value should be translatable.",
+         'exclude': "static/templates/settings/emoji-settings-admin.handlebars"},
         {'pattern': "placeholder='[^{]",
          'description': "`placeholder` value should be translatable."},
         ] # type: RuleList
+    handlebars_rules = html_rules
     json_rules = [] # type: RuleList # fix newlines at ends of files
     # It is okay that json_rules is empty, because the empty list
     # ensures we'll still check JSON files for whitespace.