Background Previous studies have mainly examined the immediate effects of self‐licensing on self‐regulation failure. The present vignette studies examined what happens when a second self‐regulation dilemma is encountered. Methods In Studies 1 (N = 52) and 2 (N = 166), participants read a vignette in which the protagonist chooses to buy a treat while being on a diet, which was preceded by a license (License condition) or not (Control condition). The self‐reported likelihood of indulging again when a second dilemma was presented in the same situation served as the dependent variable. Study 2 included measures of self‐regulatory ability (motivation and self‐efficacy) and also presented the dilemma in a new situation. Results Study 1 showed that participants were more likely to indulge again after an initial indulgent choice with a license. This was replicated in Study 2, which also showed that self‐licensing had no effect on goal re‐engagement in a new situation. A marginally significant positive effect of self‐licensing was found for self‐efficacy. Conclusions The results obtained suggest that self‐licensing negatively affects goal re‐engagement in the same situation, but not in a new situation. Whether self‐licensing maintains or increases feelings of self‐efficacy needs to be validated in future studies.