diff --git a/changelog.d/8932.feature b/changelog.d/8932.feature
new file mode 100644
index 000000000000..a1d17394d7d0
--- /dev/null
+++ b/changelog.d/8932.feature
@@ -0,0 +1 @@
+Remove a user's avatar URL and display name when deactivated with the Admin API.
diff --git a/docs/admin_api/user_admin_api.rst b/docs/admin_api/user_admin_api.rst
index e4d6f8203b7c..b81d85ffb181 100644
--- a/docs/admin_api/user_admin_api.rst
+++ b/docs/admin_api/user_admin_api.rst
@@ -98,6 +98,8 @@ Body parameters:
 
 - ``deactivated``, optional. If unspecified, deactivation state will be left
   unchanged on existing accounts and set to ``false`` for new accounts.
+  A user cannot be erased by deactivating with this API. For details on deactivating users see
+  `Deactivate Account <#deactivate-account>`_.
 
 If the user already exists then optional parameters default to the current value.
 
@@ -248,6 +250,25 @@ server admin: see `README.rst <README.rst>`_.
 The erase parameter is optional and defaults to ``false``.
 An empty body may be passed for backwards compatibility.
 
+The following actions are performed when deactivating an user:
+
+- Try to unpind 3PIDs from the identity server
+- Remove all 3PIDs from the homeserver
+- Delete all devices and E2EE keys
+- Delete all access tokens
+- Delete the password hash
+- Removal from all rooms the user is a member of
+- Remove the user from the user directory
+- Reject all pending invites
+- Remove all account validity information related to the user
+
+The following additional actions are performed during deactivation if``erase``
+is set to ``true``:
+
+- Remove the user's display name
+- Remove the user's avatar URL
+- Mark the user as erased
+
 
 Reset password
 ==============
diff --git a/synapse/handlers/deactivate_account.py b/synapse/handlers/deactivate_account.py
index e808142365ba..c4a3b26a8486 100644
--- a/synapse/handlers/deactivate_account.py
+++ b/synapse/handlers/deactivate_account.py
@@ -18,7 +18,7 @@
 
 from synapse.api.errors import SynapseError
 from synapse.metrics.background_process_metrics import run_as_background_process
-from synapse.types import UserID, create_requester
+from synapse.types import Requester, UserID, create_requester
 
 from ._base import BaseHandler
 
@@ -38,6 +38,7 @@ def __init__(self, hs: "HomeServer"):
         self._device_handler = hs.get_device_handler()
         self._room_member_handler = hs.get_room_member_handler()
         self._identity_handler = hs.get_identity_handler()
+        self._profile_handler = hs.get_profile_handler()
         self.user_directory_handler = hs.get_user_directory_handler()
         self._server_name = hs.hostname
 
@@ -52,16 +53,23 @@ def __init__(self, hs: "HomeServer"):
         self._account_validity_enabled = hs.config.account_validity.enabled
 
     async def deactivate_account(
-        self, user_id: str, erase_data: bool, id_server: Optional[str] = None
+        self,
+        user_id: str,
+        erase_data: bool,
+        requester: Requester,
+        id_server: Optional[str] = None,
+        by_admin: bool = False,
     ) -> bool:
         """Deactivate a user's account
 
         Args:
             user_id: ID of user to be deactivated
             erase_data: whether to GDPR-erase the user's data
+            requester: The user attempting to make this change.
             id_server: Use the given identity server when unbinding
                 any threepids. If None then will attempt to unbind using the
                 identity server specified when binding (if known).
+            by_admin: Whether this change was made by an administrator.
 
         Returns:
             True if identity server supports removing threepids, otherwise False.
@@ -121,6 +129,12 @@ async def deactivate_account(
 
         # Mark the user as erased, if they asked for that
         if erase_data:
+            user = UserID.from_string(user_id)
+            # Remove avatar URL from this user
+            await self._profile_handler.set_avatar_url(user, requester, "", by_admin)
+            # Remove displayname from this user
+            await self._profile_handler.set_displayname(user, requester, "", by_admin)
+
             logger.info("Marking %s as erased", user_id)
             await self.store.mark_user_erased(user_id)
 
diff --git a/synapse/handlers/profile.py b/synapse/handlers/profile.py
index 36f9ee4b71ad..c02b95103199 100644
--- a/synapse/handlers/profile.py
+++ b/synapse/handlers/profile.py
@@ -286,13 +286,19 @@ async def set_avatar_url(
                 400, "Avatar URL is too long (max %i)" % (MAX_AVATAR_URL_LEN,)
             )
 
+        avatar_url_to_set = new_avatar_url  # type: Optional[str]
+        if new_avatar_url == "":
+            avatar_url_to_set = None
+
         # Same like set_displayname
         if by_admin:
             requester = create_requester(
                 target_user, authenticated_entity=requester.authenticated_entity
             )
 
-        await self.store.set_profile_avatar_url(target_user.localpart, new_avatar_url)
+        await self.store.set_profile_avatar_url(
+            target_user.localpart, avatar_url_to_set
+        )
 
         if self.hs.config.user_directory_search_all_users:
             profile = await self.store.get_profileinfo(target_user.localpart)
diff --git a/synapse/rest/admin/users.py b/synapse/rest/admin/users.py
index 6658c2da5666..22c777d736af 100644
--- a/synapse/rest/admin/users.py
+++ b/synapse/rest/admin/users.py
@@ -244,7 +244,7 @@ async def on_PUT(self, request, user_id):
 
                 if deactivate and not user["deactivated"]:
                     await self.deactivate_account_handler.deactivate_account(
-                        target_user.to_string(), False
+                        target_user.to_string(), False, requester, by_admin=True
                     )
                 elif not deactivate and user["deactivated"]:
                     if "password" not in body:
@@ -486,12 +486,22 @@ async def on_GET(self, request, user_id):
 class DeactivateAccountRestServlet(RestServlet):
     PATTERNS = admin_patterns("/deactivate/(?P<target_user_id>[^/]*)")
 
-    def __init__(self, hs):
+    def __init__(self, hs: "HomeServer"):
         self._deactivate_account_handler = hs.get_deactivate_account_handler()
         self.auth = hs.get_auth()
+        self.is_mine = hs.is_mine
+        self.store = hs.get_datastore()
+
+    async def on_POST(self, request: str, target_user_id: str) -> Tuple[int, JsonDict]:
+        requester = await self.auth.get_user_by_req(request)
+        await assert_user_is_admin(self.auth, requester.user)
+
+        if not self.is_mine(UserID.from_string(target_user_id)):
+            raise SynapseError(400, "Can only deactivate local users")
+
+        if not await self.store.get_user_by_id(target_user_id):
+            raise NotFoundError("User not found")
 
-    async def on_POST(self, request, target_user_id):
-        await assert_requester_is_admin(self.auth, request)
         body = parse_json_object_from_request(request, allow_empty_body=True)
         erase = body.get("erase", False)
         if not isinstance(erase, bool):
@@ -501,10 +511,8 @@ async def on_POST(self, request, target_user_id):
                 Codes.BAD_JSON,
             )
 
-        UserID.from_string(target_user_id)
-
         result = await self._deactivate_account_handler.deactivate_account(
-            target_user_id, erase
+            target_user_id, erase, requester, by_admin=True
         )
         if result:
             id_server_unbind_result = "success"
diff --git a/synapse/rest/client/v2_alpha/account.py b/synapse/rest/client/v2_alpha/account.py
index d837bde1d66e..b6bbfcf0f6e0 100644
--- a/synapse/rest/client/v2_alpha/account.py
+++ b/synapse/rest/client/v2_alpha/account.py
@@ -304,7 +304,7 @@ async def on_POST(self, request):
         # allow ASes to deactivate their own users
         if requester.app_service:
             await self._deactivate_account_handler.deactivate_account(
-                requester.user.to_string(), erase
+                requester.user.to_string(), erase, requester
             )
             return 200, {}
 
@@ -316,7 +316,10 @@ async def on_POST(self, request):
             "deactivate your account",
         )
         result = await self._deactivate_account_handler.deactivate_account(
-            requester.user.to_string(), erase, id_server=body.get("id_server")
+            requester.user.to_string(),
+            erase,
+            requester,
+            id_server=body.get("id_server"),
         )
         if result:
             id_server_unbind_result = "success"
diff --git a/synapse/server.py b/synapse/server.py
index a198b0eb464e..f398a3939f01 100644
--- a/synapse/server.py
+++ b/synapse/server.py
@@ -505,7 +505,7 @@ def get_initial_sync_handler(self) -> InitialSyncHandler:
         return InitialSyncHandler(self)
 
     @cache_in_self
-    def get_profile_handler(self):
+    def get_profile_handler(self) -> ProfileHandler:
         return ProfileHandler(self)
 
     @cache_in_self
diff --git a/synapse/storage/databases/main/profile.py b/synapse/storage/databases/main/profile.py
index 0e25ca3d7aa8..54ef0f1f5499 100644
--- a/synapse/storage/databases/main/profile.py
+++ b/synapse/storage/databases/main/profile.py
@@ -82,7 +82,7 @@ async def set_profile_displayname(
         )
 
     async def set_profile_avatar_url(
-        self, user_localpart: str, new_avatar_url: str
+        self, user_localpart: str, new_avatar_url: Optional[str]
     ) -> None:
         await self.db_pool.simple_update_one(
             table="profiles",
diff --git a/tests/handlers/test_profile.py b/tests/handlers/test_profile.py
index 919547556baa..022943a10a8e 100644
--- a/tests/handlers/test_profile.py
+++ b/tests/handlers/test_profile.py
@@ -105,6 +105,21 @@ def test_set_my_name(self):
             "Frank",
         )
 
+        # Set displayname to an empty string
+        yield defer.ensureDeferred(
+            self.handler.set_displayname(
+                self.frank, synapse.types.create_requester(self.frank), ""
+            )
+        )
+
+        self.assertIsNone(
+            (
+                yield defer.ensureDeferred(
+                    self.store.get_profile_displayname(self.frank.localpart)
+                )
+            )
+        )
+
     @defer.inlineCallbacks
     def test_set_my_name_if_disabled(self):
         self.hs.config.enable_set_displayname = False
@@ -223,6 +238,21 @@ def test_set_my_avatar(self):
             "http://my.server/me.png",
         )
 
+        # Set avatar to an empty string
+        yield defer.ensureDeferred(
+            self.handler.set_avatar_url(
+                self.frank, synapse.types.create_requester(self.frank), "",
+            )
+        )
+
+        self.assertIsNone(
+            (
+                yield defer.ensureDeferred(
+                    self.store.get_profile_avatar_url(self.frank.localpart)
+                )
+            ),
+        )
+
     @defer.inlineCallbacks
     def test_set_my_avatar_if_disabled(self):
         self.hs.config.enable_set_avatar_url = False
diff --git a/tests/rest/admin/test_user.py b/tests/rest/admin/test_user.py
index 9b2e4765f69f..5bc752d78521 100644
--- a/tests/rest/admin/test_user.py
+++ b/tests/rest/admin/test_user.py
@@ -587,6 +587,200 @@ def _search_test(
         _search_test(None, "bar", "user_id")
 
 
+class DeactivateAccountTestCase(unittest.HomeserverTestCase):
+
+    servlets = [
+        synapse.rest.admin.register_servlets,
+        login.register_servlets,
+    ]
+
+    def prepare(self, reactor, clock, hs):
+        self.store = hs.get_datastore()
+
+        self.admin_user = self.register_user("admin", "pass", admin=True)
+        self.admin_user_tok = self.login("admin", "pass")
+
+        self.other_user = self.register_user("user", "pass", displayname="User1")
+        self.other_user_token = self.login("user", "pass")
+        self.url_other_user = "/_synapse/admin/v2/users/%s" % urllib.parse.quote(
+            self.other_user
+        )
+        self.url = "/_synapse/admin/v1/deactivate/%s" % urllib.parse.quote(
+            self.other_user
+        )
+
+        # set attributes for user
+        self.get_success(
+            self.store.set_profile_avatar_url("user", "mxc://servername/mediaid")
+        )
+        self.get_success(
+            self.store.user_add_threepid("@user:test", "email", "foo@bar.com", 0, 0)
+        )
+
+    def test_no_auth(self):
+        """
+        Try to deactivate users without authentication.
+        """
+        channel = self.make_request("POST", self.url, b"{}")
+
+        self.assertEqual(401, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual(Codes.MISSING_TOKEN, channel.json_body["errcode"])
+
+    def test_requester_is_not_admin(self):
+        """
+        If the user is not a server admin, an error is returned.
+        """
+        url = "/_synapse/admin/v1/deactivate/@bob:test"
+
+        channel = self.make_request("POST", url, access_token=self.other_user_token)
+
+        self.assertEqual(403, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("You are not a server admin", channel.json_body["error"])
+
+        channel = self.make_request(
+            "POST", url, access_token=self.other_user_token, content=b"{}",
+        )
+
+        self.assertEqual(403, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("You are not a server admin", channel.json_body["error"])
+
+    def test_user_does_not_exist(self):
+        """
+        Tests that deactivation for a user that does not exist returns a 404
+        """
+
+        channel = self.make_request(
+            "POST",
+            "/_synapse/admin/v1/deactivate/@unknown_person:test",
+            access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(404, channel.code, msg=channel.json_body)
+        self.assertEqual(Codes.NOT_FOUND, channel.json_body["errcode"])
+
+    def test_erase_is_not_bool(self):
+        """
+        If parameter `erase` is not boolean, return an error
+        """
+        body = json.dumps({"erase": "False"})
+
+        channel = self.make_request(
+            "POST",
+            self.url,
+            content=body.encode(encoding="utf_8"),
+            access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(400, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual(Codes.BAD_JSON, channel.json_body["errcode"])
+
+    def test_user_is_not_local(self):
+        """
+        Tests that deactivation for a user that is not a local returns a 400
+        """
+        url = "/_synapse/admin/v1/deactivate/@unknown_person:unknown_domain"
+
+        channel = self.make_request("POST", url, access_token=self.admin_user_tok)
+
+        self.assertEqual(400, channel.code, msg=channel.json_body)
+        self.assertEqual("Can only deactivate local users", channel.json_body["error"])
+
+    def test_deactivate_user_erase_true(self):
+        """
+        Test deactivating an user and set `erase` to `true`
+        """
+
+        # Get user
+        channel = self.make_request(
+            "GET", self.url_other_user, access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("@user:test", channel.json_body["name"])
+        self.assertEqual(False, channel.json_body["deactivated"])
+        self.assertEqual("foo@bar.com", channel.json_body["threepids"][0]["address"])
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User1", channel.json_body["displayname"])
+
+        # Deactivate user
+        body = json.dumps({"erase": True})
+
+        channel = self.make_request(
+            "POST",
+            self.url,
+            access_token=self.admin_user_tok,
+            content=body.encode(encoding="utf_8"),
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+
+        # Get user
+        channel = self.make_request(
+            "GET", self.url_other_user, access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("@user:test", channel.json_body["name"])
+        self.assertEqual(True, channel.json_body["deactivated"])
+        self.assertEqual(0, len(channel.json_body["threepids"]))
+        self.assertIsNone(channel.json_body["avatar_url"])
+        self.assertIsNone(channel.json_body["displayname"])
+
+        self._is_erased("@user:test", True)
+
+    def test_deactivate_user_erase_false(self):
+        """
+        Test deactivating an user and set `erase` to `false`
+        """
+
+        # Get user
+        channel = self.make_request(
+            "GET", self.url_other_user, access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("@user:test", channel.json_body["name"])
+        self.assertEqual(False, channel.json_body["deactivated"])
+        self.assertEqual("foo@bar.com", channel.json_body["threepids"][0]["address"])
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User1", channel.json_body["displayname"])
+
+        # Deactivate user
+        body = json.dumps({"erase": False})
+
+        channel = self.make_request(
+            "POST",
+            self.url,
+            access_token=self.admin_user_tok,
+            content=body.encode(encoding="utf_8"),
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+
+        # Get user
+        channel = self.make_request(
+            "GET", self.url_other_user, access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("@user:test", channel.json_body["name"])
+        self.assertEqual(True, channel.json_body["deactivated"])
+        self.assertEqual(0, len(channel.json_body["threepids"]))
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User1", channel.json_body["displayname"])
+
+        self._is_erased("@user:test", False)
+
+    def _is_erased(self, user_id: str, expect: bool) -> None:
+        """Assert that the user is erased or not
+        """
+        d = self.store.is_user_erased(user_id)
+        if expect:
+            self.assertTrue(self.get_success(d))
+        else:
+            self.assertFalse(self.get_success(d))
+
+
 class UserRestTestCase(unittest.HomeserverTestCase):
 
     servlets = [
@@ -986,6 +1180,26 @@ def test_deactivate_user(self):
         Test deactivating another user.
         """
 
+        # set attributes for user
+        self.get_success(
+            self.store.set_profile_avatar_url("user", "mxc://servername/mediaid")
+        )
+        self.get_success(
+            self.store.user_add_threepid("@user:test", "email", "foo@bar.com", 0, 0)
+        )
+
+        # Get user
+        channel = self.make_request(
+            "GET", self.url_other_user, access_token=self.admin_user_tok,
+        )
+
+        self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
+        self.assertEqual("@user:test", channel.json_body["name"])
+        self.assertEqual(False, channel.json_body["deactivated"])
+        self.assertEqual("foo@bar.com", channel.json_body["threepids"][0]["address"])
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User", channel.json_body["displayname"])
+
         # Deactivate user
         body = json.dumps({"deactivated": True})
 
@@ -999,6 +1213,9 @@ def test_deactivate_user(self):
         self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
         self.assertEqual("@user:test", channel.json_body["name"])
         self.assertEqual(True, channel.json_body["deactivated"])
+        self.assertEqual(0, len(channel.json_body["threepids"]))
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User", channel.json_body["displayname"])
         # the user is deactivated, the threepid will be deleted
 
         # Get user
@@ -1009,6 +1226,9 @@ def test_deactivate_user(self):
         self.assertEqual(200, int(channel.result["code"]), msg=channel.result["body"])
         self.assertEqual("@user:test", channel.json_body["name"])
         self.assertEqual(True, channel.json_body["deactivated"])
+        self.assertEqual(0, len(channel.json_body["threepids"]))
+        self.assertEqual("mxc://servername/mediaid", channel.json_body["avatar_url"])
+        self.assertEqual("User", channel.json_body["displayname"])
 
     @override_config({"user_directory": {"enabled": True, "search_all_users": True}})
     def test_change_name_deactivate_user_user_directory(self):
diff --git a/tests/rest/client/v1/test_login.py b/tests/rest/client/v1/test_login.py
index 1d1dc9f8a2fc..f9b8011961f2 100644
--- a/tests/rest/client/v1/test_login.py
+++ b/tests/rest/client/v1/test_login.py
@@ -30,6 +30,7 @@
 from synapse.rest.client.v2_alpha import devices, register
 from synapse.rest.client.v2_alpha.account import WhoamiRestServlet
 from synapse.rest.synapse.client.pick_idp import PickIdpResource
+from synapse.types import create_requester
 
 from tests import unittest
 from tests.handlers.test_oidc import HAS_OIDC
@@ -667,7 +668,9 @@ def test_deactivated_user(self):
 
         # Deactivate the account.
         self.get_success(
-            self.deactivate_account_handler.deactivate_account(self.user_id, False)
+            self.deactivate_account_handler.deactivate_account(
+                self.user_id, False, create_requester(self.user_id)
+            )
         )
 
         # Request the CAS ticket.
diff --git a/tests/rest/client/v1/test_rooms.py b/tests/rest/client/v1/test_rooms.py
index 6105eac47c01..d4e316543615 100644
--- a/tests/rest/client/v1/test_rooms.py
+++ b/tests/rest/client/v1/test_rooms.py
@@ -29,7 +29,7 @@
 from synapse.rest import admin
 from synapse.rest.client.v1 import directory, login, profile, room
 from synapse.rest.client.v2_alpha import account
-from synapse.types import JsonDict, RoomAlias, UserID
+from synapse.types import JsonDict, RoomAlias, UserID, create_requester
 from synapse.util.stringutils import random_string
 
 from tests import unittest
@@ -1687,7 +1687,9 @@ def test_erased_sender(self):
 
         deactivate_account_handler = self.hs.get_deactivate_account_handler()
         self.get_success(
-            deactivate_account_handler.deactivate_account(self.user_id, erase_data=True)
+            deactivate_account_handler.deactivate_account(
+                self.user_id, True, create_requester(self.user_id)
+            )
         )
 
         # Invite another user in the room. This is needed because messages will be
diff --git a/tests/storage/test_profile.py b/tests/storage/test_profile.py
index 3fd0a38cf5cc..ea63bd56b408 100644
--- a/tests/storage/test_profile.py
+++ b/tests/storage/test_profile.py
@@ -48,6 +48,19 @@ def test_displayname(self):
             ),
         )
 
+        # test set to None
+        yield defer.ensureDeferred(
+            self.store.set_profile_displayname(self.u_frank.localpart, None)
+        )
+
+        self.assertIsNone(
+            (
+                yield defer.ensureDeferred(
+                    self.store.get_profile_displayname(self.u_frank.localpart)
+                )
+            )
+        )
+
     @defer.inlineCallbacks
     def test_avatar_url(self):
         yield defer.ensureDeferred(self.store.create_profile(self.u_frank.localpart))
@@ -66,3 +79,16 @@ def test_avatar_url(self):
                 )
             ),
         )
+
+        # test set to None
+        yield defer.ensureDeferred(
+            self.store.set_profile_avatar_url(self.u_frank.localpart, None)
+        )
+
+        self.assertIsNone(
+            (
+                yield defer.ensureDeferred(
+                    self.store.get_profile_avatar_url(self.u_frank.localpart)
+                )
+            )
+        )