Sexual abuse, harassment and assault are increasing in educational institutions. Education focuses on improving understanding of consent: research highlights nuances and constraints by gendered and heteronormative norms for young people. Findings explore how undergraduate university students conceptualise consent in relation to the wider contextual factors that impact sex and consent. Students (aged 18–24 years) at a West Midlands (UK) university in focus groups conceptualised consent in relation to sexual assault, legal consequences of assault and ways that emphasised victimisation, inequities, double standards, and power differentials that largely impact men. Gendered and heteronormative norms shape students’ understanding of consent and impact consent discussions. The findings have implications for secondary school Relationship and Sex Education and consent campaigns aimed at university students.