diff --git a/modules/rubiconBidAdapter.js b/modules/rubiconBidAdapter.js
index 13d41978027..075eabc208e 100644
--- a/modules/rubiconBidAdapter.js
+++ b/modules/rubiconBidAdapter.js
@@ -206,19 +206,14 @@ export const spec = {
           gdprApplies = bidderRequest.gdprConsent.gdprApplies ? 1 : 0;
         }
 
-        if (data.regs) {
-          if (data.regs.ext) {
-            data.regs.ext.gdpr = gdprApplies;
-          } else {
-            data.regs.ext = {gdpr: gdprApplies};
-          }
-        } else {
-          data.regs = {ext: {gdpr: gdprApplies}};
-        }
-
+        utils.deepSetValue(data, 'regs.ext.gdpr', gdprApplies);
         utils.deepSetValue(data, 'user.ext.consent', bidderRequest.gdprConsent.consentString);
       }
 
+      if (bidderRequest.uspConsent) {
+        utils.deepSetValue(data, 'regs.ext.us_privacy', bidderRequest.uspConsent);
+      }
+
       if (bidRequest.userId && typeof bidRequest.userId === 'object' &&
         (bidRequest.userId.tdid || bidRequest.userId.pubcid || bidRequest.userId.lipb)) {
         utils.deepSetValue(data, 'user.ext.eids', []);
@@ -344,6 +339,7 @@ export const spec = {
       'p_pos',
       'gdpr',
       'gdpr_consent',
+      'us_privacy',
       'rp_schain',
       'tpid_tdid',
       'tpid_liveintent.com',
@@ -471,6 +467,10 @@ export const spec = {
       data['gdpr_consent'] = bidderRequest.gdprConsent.consentString;
     }
 
+    if (bidderRequest.uspConsent) {
+      data['us_privacy'] = encodeURIComponent(bidderRequest.uspConsent);
+    }
+
     // visitor properties
     if (params.visitor !== null && typeof params.visitor === 'object') {
       Object.keys(params.visitor).forEach((key) => {
@@ -680,7 +680,7 @@ export const spec = {
       return (adB.cpm || 0.0) - (adA.cpm || 0.0);
     });
   },
-  getUserSyncs: function (syncOptions, responses, gdprConsent) {
+  getUserSyncs: function (syncOptions, responses, gdprConsent, uspConsent) {
     if (!hasSynced && syncOptions.iframeEnabled) {
       // data is only assigned if params are available to pass to SYNC_ENDPOINT
       let params = '';
@@ -694,6 +694,10 @@ export const spec = {
         }
       }
 
+      if (uspConsent) {
+        params += `${params ? '&' : '?'}us_privacy=${encodeURIComponent(uspConsent)}`;
+      }
+
       hasSynced = true;
       return {
         type: 'iframe',
diff --git a/test/spec/modules/rubiconBidAdapter_spec.js b/test/spec/modules/rubiconBidAdapter_spec.js
index 68abb7ffb77..c0ed4245cbf 100644
--- a/test/spec/modules/rubiconBidAdapter_spec.js
+++ b/test/spec/modules/rubiconBidAdapter_spec.js
@@ -186,8 +186,13 @@ describe('the rubicon adapter', function () {
     }
   }
 
+  function createUspBidderRequest() {
+    bidderRequest.uspConsent = '1NYN';
+  }
+
   function createVideoBidderRequest() {
     createGdprBidderRequest(true);
+    createUspBidderRequest();
 
     let bid = bidderRequest.bids[0];
     bid.mediaTypes = {
@@ -893,6 +898,23 @@ describe('the rubicon adapter', function () {
           });
         });
 
+        describe('USP Consent', function () {
+          it('should send us_privacy if bidderRequest has a value for uspConsent', function () {
+            createUspBidderRequest();
+            let [request] = spec.buildRequests(bidderRequest.bids, bidderRequest);
+            let data = parseQuery(request.data);
+
+            expect(data['us_privacy']).to.equal('1NYN');
+          });
+
+          it('should not send us_privacy if bidderRequest has no uspConsent value', function () {
+            let [request] = spec.buildRequests(bidderRequest.bids, bidderRequest);
+            let data = parseQuery(request.data);
+
+            expect(data['us_privacy']).to.equal(undefined);
+          });
+        });
+
         describe('first party data', function () {
           it('should not have any tg_v or tg_i params if all are undefined', function () {
             let params = {
@@ -1285,6 +1307,7 @@ describe('the rubicon adapter', function () {
           expect(post.rp.target.LIseg[0]).to.equal('segA');
           expect(post.rp.target.LIseg[1]).to.equal('segB');
           expect(post.regs.ext.gdpr).to.equal(1);
+          expect(post.regs.ext.us_privacy).to.equal('1NYN');
           expect(post).to.have.property('ext').that.is.an('object');
           expect(post.ext.prebid.targeting.includewinners).to.equal(true);
           expect(post.ext.prebid).to.have.property('cache').that.is.an('object')
@@ -2302,6 +2325,20 @@ describe('the rubicon adapter', function () {
         type: 'iframe', url: `${emilyUrl}`
       });
     });
+
+    it('should pass us_privacy if uspConsent is defined', function () {
+      expect(spec.getUserSyncs({ iframeEnabled: true }, {}, undefined, '1NYN')).to.deep.equal({
+        type: 'iframe', url: `${emilyUrl}?us_privacy=1NYN`
+      });
+    });
+
+    it('should pass us_privacy after gdpr if both are present', function () {
+      expect(spec.getUserSyncs({ iframeEnabled: true }, {}, {
+        consentString: 'foo'
+      }, '1NYN')).to.deep.equal({
+        type: 'iframe', url: `${emilyUrl}?gdpr_consent=foo&us_privacy=1NYN`
+      });
+    });
   });
 
   describe('get price granularity', function() {