diff --git a/src/ansi.c b/src/ansi.c
index fc5b2665..7bb7ab66 100644
--- a/src/ansi.c
+++ b/src/ansi.c
@@ -940,7 +940,13 @@ static void clic__html_start(struct html_data *data) {
 static void clic__html_end(struct html_data *data) {
 
   struct cli_buffer *buffer = &data->buffer;
-  if (data->had_tags) EMITS("</span>");
+  if (data->had_tags) {
+	EMITS("</span>");
+    /* Reset old state after closing tags, so the next text segment
+       correctly detects that it needs to open a new span, even if
+       the same style was reset and re-applied (issue #752). */
+    memset(&data->state.old, 0, sizeof(data->state.old));
+  }
   if (data->is_link) EMITS("</a>");
 }
 
diff --git a/tests/testthat/test-ansi-html.R b/tests/testthat/test-ansi-html.R
index f9dc8fe8..b4aa4e48 100644
--- a/tests/testthat/test-ansi-html.R
+++ b/tests/testthat/test-ansi-html.R
@@ -83,3 +83,16 @@ test_that("ansi_html_style", {
     ansi_html_style(colors = 256, palette = "ubuntu")
   )
 })
+
+# https://github.com/r-lib/cli/issues/752
+test_that("consecutive strings with the same style pasted together", {
+  x <- "\033[91mR\033[39m\033[91mR\033[39m"
+  expect_equal(
+    ansi_html(x),
+    "<span class=\"ansi ansi-color-1\">R</span><span class=\"ansi ansi-color-1\">R</span>"
+  )
+  expect_equal(
+    ansi_html(ansi_simplify(x)),
+    "<span class=\"ansi ansi-color-1\">RR</span>"
+  )
+})