diff --git a/includes/class-wc-form-handler.php b/includes/class-wc-form-handler.php
index d91e18d7007..d6a60d15a9f 100644
--- a/includes/class-wc-form-handler.php
+++ b/includes/class-wc-form-handler.php
@@ -885,10 +885,12 @@ class WC_Form_Handler {
 	 * @return bool success or not
 	 */
 	private static function add_to_cart_handler_variable( $product_id ) {
-		$variation_id = empty( $_REQUEST['variation_id'] ) ? '' : absint( wp_unslash( $_REQUEST['variation_id'] ) ); // phpcs:ignore WordPress.Security.NonceVerification.Recommended
-		$quantity     = empty( $_REQUEST['quantity'] ) ? 1 : wc_stock_amount( wp_unslash( $_REQUEST['quantity'] ) ); // phpcs:ignore WordPress.Security.NonceVerification.Recommended
+		$variation_id = empty( $_REQUEST['variation_id'] ) ? '' : absint( wp_unslash( $_REQUEST['variation_id'] ) );  // phpcs:ignore WordPress.Security.NonceVerification.Recommended
+		$quantity     = empty( $_REQUEST['quantity'] ) ? 1 : wc_stock_amount( wp_unslash( $_REQUEST['quantity'] ) );  // phpcs:ignore WordPress.Security.NonceVerification.Recommended
 		$variations   = array();
 
+		$product      = wc_get_product( $product_id );
+
 		foreach ( $_REQUEST as $key => $value ) { // phpcs:ignore WordPress.Security.NonceVerification.Recommended
 			if ( 'attribute_' !== substr( $key, 0, 10 ) ) {
 				continue;
@@ -899,7 +901,22 @@ class WC_Form_Handler {
 
 		$passed_validation = apply_filters( 'woocommerce_add_to_cart_validation', true, $product_id, $quantity, $variation_id, $variations );
 
-		if ( $passed_validation && false !== WC()->cart->add_to_cart( $product_id, $quantity, $variation_id, $variations ) ) {
+		if ( ! $passed_validation ) {
+			return false;
+		}
+
+		// Prevent parent variable product from being added to cart.
+		if ( empty( $variation_id ) && $product->is_type( 'variable' ) ) {
+			$url          = get_permalink( $product_id );
+			$product_name = $product->get_name();
+
+			/* translators: %1$s: Product link, %2$s: Product title, %3$s: Product name. */
+			wc_add_notice( sprintf( __( 'Please choose product options by visiting <a href="%1$s" title="%2$s"><u>%3$s</u></a>.', 'woocommerce' ), esc_url( $url ), esc_html( $product_name ), esc_html( $product_name ) ), 'error' );
+
+			return false;
+		}
+
+		if ( false !== WC()->cart->add_to_cart( $product_id, $quantity, $variation_id, $variations ) ) {
 			wc_add_to_cart_message( array( $product_id => $quantity ), true );
 			return true;
 		}