diff --git a/modules/consentManagementUsp.js b/modules/consentManagementUsp.js
index 1a5879a40ff..e4d5c12eb46 100644
--- a/modules/consentManagementUsp.js
+++ b/modules/consentManagementUsp.js
@@ -158,11 +158,6 @@ export function requestBidsHook(fn, reqBidsConfigObj) {
     timer: null
   };
 
-  // in case we already have consent (eg during bid refresh)
-  if (consentData) {
-    return exitModule(null, hookConfig);
-  }
-
   if (!uspCallMap[consentAPI]) {
     utils.logWarn(`USP framework (${consentAPI}) is not a supported framework. Aborting consentManagement module and resuming auction.`);
     return hookConfig.nextFn.apply(hookConfig.context, hookConfig.args);
diff --git a/test/spec/modules/consentManagementUsp_spec.js b/test/spec/modules/consentManagementUsp_spec.js
index 2e8d7db92b5..ee4140afa10 100644
--- a/test/spec/modules/consentManagementUsp_spec.js
+++ b/test/spec/modules/consentManagementUsp_spec.js
@@ -185,7 +185,10 @@ describe('consentManagement', function () {
         resetConsentData();
       });
 
-      it('should bypass CMP and simply use previously stored consentData', function () {
+      // from prebid 4425 - "the USP (CCPA) api function __uspapi() always responds synchronously, whether or not privacy data is available, while the GDPR CMP may respond asynchronously
+      // Because the USP API does not wait for a user response, if it was not successfully obtained before the first auction, we should try again to retrieve privacy data before each subsequent auction.
+
+      it('should not bypass CMP and simply use previously stored consentData', function () {
         let testConsentData = {
           uspString: '1YY'
         };
@@ -208,7 +211,7 @@ describe('consentManagement', function () {
         let consent = uspDataHandler.getConsentData();
         expect(didHookReturn).to.be.true;
         expect(consent).to.equal(testConsentData.uspString);
-        sinon.assert.notCalled(uspStub);
+        sinon.assert.called(uspStub);
       });
     });