diff --git a/CHANGELOG.md b/CHANGELOG.md
index 5b87012..21af1cc 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -8,6 +8,12 @@ Chrono obeys the principle of [Semantic Versioning](http://semver.org/).
 There were/are numerous minor versions before 1.0 due to the language changes.
 Versions with only mechnical changes will be omitted from the following list.
 
+## 0.4.next
+
+* More strongly deprecate RustcSerialize: remove it from documentation unless
+  the feature is enabled, issue a deprecation warning if the rustc-serialize
+  feature is enabled (@quodlibetor)
+
 ## 0.4.1
 
 ### Bug Fixes
diff --git a/README.md b/README.md
index cfff143..1d64138 100644
--- a/README.md
+++ b/README.md
@@ -45,21 +45,14 @@ Put this in your `Cargo.toml`:
 chrono = "0.4"
 ```
 
-Or, if you want [Serde](https://github.com/serde-rs/serde) or
-[rustc-serialize](https://github.com/rust-lang-nursery/rustc-serialize) support,
-include the features like this:
+Or, if you want [Serde](https://github.com/serde-rs/serde) include the feature
+like this:
 
 ```toml
 [dependencies]
-chrono = { version = "0.4", features = ["serde", "rustc-serialize"] }
+chrono = { version = "0.4", features = ["serde"] }
 ```
 
-> Note that Chrono's support for rustc-serialize is now considered deprecated.
-Starting from 0.4.0 there is no further guarantee that
-the features available in Serde will be also available to rustc-serialize,
-and the support can be removed in any future major version.
-**Rustc-serialize users are strongly recommended to migrate to Serde.**
-
 Then put this in your crate root:
 
 ```rust
diff --git a/src/datetime.rs b/src/datetime.rs
index ec5e85a..3e12eb3 100644
--- a/src/datetime.rs
+++ b/src/datetime.rs
@@ -695,7 +695,9 @@ pub mod rustc_serialize {
         }
     }
 
+    #[allow(deprecated)]
     impl Decodable for TsSeconds<FixedOffset> {
+        #[allow(deprecated)]
         fn decode<D: Decoder>(d: &mut D) -> Result<TsSeconds<FixedOffset>, D::Error> {
             from(FixedOffset::east(0).timestamp_opt(d.read_i64()?, 0), d)
                 .map(TsSeconds)
@@ -717,13 +719,16 @@ pub mod rustc_serialize {
     #[derive(Debug)]
     pub struct TsSeconds<Tz: TimeZone>(DateTime<Tz>);
 
+    #[allow(deprecated)]
     impl<Tz: TimeZone> From<TsSeconds<Tz>> for DateTime<Tz> {
         /// Pull the inner DateTime<Tz> out
+        #[allow(deprecated)]
         fn from(obj: TsSeconds<Tz>) -> DateTime<Tz> {
             obj.0
         }
     }
 
+    #[allow(deprecated)]
     impl<Tz: TimeZone> Deref for TsSeconds<Tz> {
         type Target = DateTime<Tz>;
 
@@ -732,6 +737,7 @@ pub mod rustc_serialize {
         }
     }
 
+    #[allow(deprecated)]
     impl Decodable for TsSeconds<Utc> {
         fn decode<D: Decoder>(d: &mut D) -> Result<TsSeconds<Utc>, D::Error> {
             from(Utc.timestamp_opt(d.read_i64()?, 0), d)
@@ -748,7 +754,9 @@ pub mod rustc_serialize {
         }
     }
 
+    #[allow(deprecated)]
     impl Decodable for TsSeconds<Local> {
+        #[allow(deprecated)]
         fn decode<D: Decoder>(d: &mut D) -> Result<TsSeconds<Local>, D::Error> {
             from(Utc.timestamp_opt(d.read_i64()?, 0), d)
                 .map(|dt| TsSeconds(dt.with_timezone(&Local)))
diff --git a/src/lib.rs b/src/lib.rs
index 6aad9ea..c10dcc2 100644
--- a/src/lib.rs
+++ b/src/lib.rs
@@ -411,7 +411,8 @@ pub use oldtime::Duration;
 #[doc(no_inline)] pub use naive::{NaiveDate, IsoWeek, NaiveTime, NaiveDateTime};
 pub use date::{Date, MIN_DATE, MAX_DATE};
 pub use datetime::{DateTime, SecondsFormat};
-#[cfg(feature = "rustc-serialize")] pub use datetime::rustc_serialize::TsSeconds;
+#[cfg(feature = "rustc-serialize")]
+pub use datetime::rustc_serialize::TsSeconds;
 pub use format::{ParseError, ParseResult};
 pub use round::SubsecRound;
 
@@ -451,6 +452,7 @@ pub mod naive {
     pub use self::time::NaiveTime;
     pub use self::datetime::NaiveDateTime;
     #[cfg(feature = "rustc-serialize")]
+    #[allow(deprecated)]
     pub use self::datetime::rustc_serialize::TsSeconds;
 
 
diff --git a/src/naive/datetime.rs b/src/naive/datetime.rs
index b1212bf..b5d1ce5 100644
--- a/src/naive/datetime.rs
+++ b/src/naive/datetime.rs
@@ -1503,24 +1503,32 @@ pub mod rustc_serialize {
 
     /// A `DateTime` that can be deserialized from a seconds-based timestamp
     #[derive(Debug)]
+    #[deprecated(since = "1.4.2",
+                 note = "RustcSerialize will be removed before chrono 1.0, use Serde instead")]
     pub struct TsSeconds(NaiveDateTime);
 
+    #[allow(deprecated)]
     impl From<TsSeconds> for NaiveDateTime {
         /// Pull the internal NaiveDateTime out
+        #[allow(deprecated)]
         fn from(obj: TsSeconds) -> NaiveDateTime {
             obj.0
         }
     }
 
+    #[allow(deprecated)]
     impl Deref for TsSeconds {
         type Target = NaiveDateTime;
 
+        #[allow(deprecated)]
         fn deref(&self) -> &Self::Target {
             &self.0
         }
     }
 
+    #[allow(deprecated)]
     impl Decodable for TsSeconds {
+        #[allow(deprecated)]
         fn decode<D: Decoder>(d: &mut D) -> Result<TsSeconds, D::Error> {
             Ok(TsSeconds(
                 NaiveDateTime::from_timestamp_opt(d.read_i64()?, 0)