diff --git a/django/contrib/admin/templatetags/admin_modify.py b/django/contrib/admin/templatetags/admin_modify.py
index 875e61f959..d09fa28b10 100644
--- a/django/contrib/admin/templatetags/admin_modify.py
+++ b/django/contrib/admin/templatetags/admin_modify.py
@@ -197,8 +197,8 @@ def filter_interface_script_maybe(bound_field):
     f = bound_field.field
     if f.rel and isinstance(f.rel, models.ManyToManyRel) and f.rel.filter_interface:
         return '<script type="text/javascript">addEvent(window, "load", function(e) {' \
-              ' SelectFilter.init("id_%s", %r, %s, "%s"); });</script>\n' % (
-              f.name, f.verbose_name, f.rel.filter_interface-1, settings.ADMIN_MEDIA_PREFIX)
+              ' SelectFilter.init("id_%s", "%s", %s, "%s"); });</script>\n' % (
+              f.name, f.verbose_name.replace('"', '\\"'), f.rel.filter_interface-1, settings.ADMIN_MEDIA_PREFIX)
     else:
         return ''
 filter_interface_script_maybe = register.simple_tag(filter_interface_script_maybe)