I found a solution...
You start listening for the GridViews RowDataBound event which fires once for each row added to the GridView from the source. Then call the Server.HtmlDecode method and pass the string and the job is done...
Example:
<pre lang="cs">protected void myGridView_RowDataBound(object sender, GridViewRowEventArgs e)
{
if (e.Row.RowType == DataControlRowType.DataRow)
{
e.Row.Cells[0].Text = Server.HtmlDecode(e.Row.Cells[0].Text);
}
}