diff --git a/rust/defs.bzl b/rust/defs.bzl
index da65623139..b63e4375b9 100644
--- a/rust/defs.bzl
+++ b/rust/defs.bzl
@@ -30,40 +30,60 @@ def rust_proto_library(name, deps, **args):
         **args: other args passed to the rust_<kernel>_proto_library targets.
     """
     if not name.endswith("_rust_proto"):
-        fail("Name of each rust_proto_library target should end with `_rust_proto`")
-
+        fail(
+            "{}: Name rust_proto_library target should end with `_rust_proto`, but was '{}'"
+                .format(name),
+        )
+    name = name.removesuffix("_rust_proto")
     alias_args = {}
     if "visibility" in args:
         alias_args["visibility"] = args.pop("visibility")
     native.alias(
-        name = name,
+        name = name + "_rust_proto",
         actual = select({
-            "//rust:use_upb_kernel": name + "_upb_kernel",
-            "//conditions:default": name + "_cpp_kernel",
+            "//rust:use_upb_kernel": name + "_upb_rust_proto",
+            "//conditions:default": name + "_cpp_rust_proto",
         }),
         **alias_args
     )
 
     rust_upb_proto_library(
-        name = name + "_upb_kernel",
+        name = name + "_upb_rust_proto",
         deps = deps,
         visibility = ["//visibility:private"],
         **args
     )
 
     rust_cc_proto_library(
-        name = name + "_cpp_kernel",
+        name = name + "_cpp_rust_proto",
         deps = deps,
         visibility = ["//visibility:private"],
         **args
     )
 
+def _user_visible_label(ctx):
+    label = str(ctx.label)
+    label = label.removesuffix("_cpp_rust_proto")
+    label = label.removesuffix("_upb_rust_proto")
+    return label + "_rust_proto"
+
 def _rust_proto_library_impl(ctx):
+    if not ctx.label.name.endswith("_rust_proto"):
+        fail(
+            "{}: Name of rust_proto_library target should end with `_rust_proto`."
+                .format(_user_visible_label(ctx)),
+        )
     deps = ctx.attr.deps
     if not deps:
-        fail("Exactly 1 dependency in `deps` attribute expected, none were provided.")
+        fail(
+            "{}: Exactly 1 dependency in `deps` attribute expected, none were provided."
+                .format(_user_visible_label(ctx)),
+        )
     if len(deps) > 1:
-        fail("Exactly 1 dependency in `deps` attribute expected, too many were provided.")
+        fail(
+            "{}: Exactly 1 dependency in `deps` attribute expected, too many were provided."
+                .format(_user_visible_label(ctx)),
+        )
 
     dep = deps[0]
     rust_proto_info = dep[RustProtoInfo]
diff --git a/rust/test/BUILD b/rust/test/BUILD
index 898bb075bc..9e3e9c44cd 100644
--- a/rust/test/BUILD
+++ b/rust/test/BUILD
@@ -1,7 +1,6 @@
 load(
     "//rust:defs.bzl",
     "rust_cc_proto_library",
-    "rust_proto_library",
     "rust_upb_proto_library",
 )
 
@@ -11,13 +10,6 @@ UNITTEST_PROTO3_TARGET = "//src/google/protobuf:test_protos"
 
 UNITTEST_PROTO3_OPTIONAL_TARGET = "//src/google/protobuf:test_protos"
 
-rust_proto_library(
-    name = "unittest_rust_proto",
-    testonly = True,
-    visibility = ["//visibility:private"],
-    deps = [UNITTEST_PROTO_TARGET],
-)
-
 rust_upb_proto_library(
     name = "unittest_upb_rust_proto",
     testonly = True,
@@ -35,15 +27,6 @@ rust_cc_proto_library(
     deps = [UNITTEST_PROTO_TARGET],
 )
 
-rust_proto_library(
-    name = "unittest_proto3_rust_proto",
-    testonly = True,
-    visibility = ["//visibility:private"],
-    deps = [
-        UNITTEST_PROTO3_TARGET,
-    ],
-)
-
 rust_cc_proto_library(
     name = "unittest_proto3_cc_rust_proto",
     testonly = True,
@@ -58,15 +41,6 @@ rust_upb_proto_library(
     deps = [UNITTEST_PROTO3_TARGET],
 )
 
-rust_proto_library(
-    name = "unittest_proto3_optional_rust_proto",
-    testonly = True,
-    visibility = ["//visibility:private"],
-    deps = [
-        UNITTEST_PROTO3_OPTIONAL_TARGET,
-    ],
-)
-
 rust_cc_proto_library(
     name = "unittest_proto3_optional_cc_rust_proto",
     testonly = True,
diff --git a/rust/test/rust_proto_library_unit_test/rust_proto_library_unit_test.bzl b/rust/test/rust_proto_library_unit_test/rust_proto_library_unit_test.bzl
index 610747666b..89ec161cce 100644
--- a/rust/test/rust_proto_library_unit_test/rust_proto_library_unit_test.bzl
+++ b/rust/test/rust_proto_library_unit_test/rust_proto_library_unit_test.bzl
@@ -173,8 +173,8 @@ def _rust_outputs_test_impl(ctx):
     target_under_test = analysistest.target_under_test(env)
 
     label_to_file = {
-        "child_rust_cc_proto": "child.c.pb.rs",
-        "child_rust_upb_proto": "child.u.pb.rs",
+        "child_cc_rust_proto": "child.c.pb.rs",
+        "child_upb_rust_proto": "child.u.pb.rs",
     }
     expected_output = label_to_file[target_under_test.label.name]
     asserts.true(env, target_under_test.files.to_list()[0].path.endswith(expected_output))
@@ -185,24 +185,24 @@ rust_outputs_test = analysistest.make(_rust_outputs_test_impl)
 
 def _test_cc_outputs():
     rust_cc_proto_library(
-        name = "child_rust_cc_proto",
+        name = "child_cc_rust_proto",
         deps = [":child_proto"],
     )
 
     rust_outputs_test(
         name = "rust_cc_outputs_test",
-        target_under_test = ":child_rust_cc_proto",
+        target_under_test = ":child_cc_rust_proto",
     )
 
 def _test_upb_outputs():
     rust_upb_proto_library(
-        name = "child_rust_upb_proto",
+        name = "child_upb_rust_proto",
         deps = [":child_proto"],
     )
 
     rust_outputs_test(
         name = "rust_upb_outputs_test",
-        target_under_test = ":child_rust_upb_proto",
+        target_under_test = ":child_upb_rust_proto",
     )
 
 def rust_proto_library_unit_test(name):