An ionizing ultraviolet background (UVB) inhibits gas accretion and photoevaporates gas from the shallow potential wells of small, dwarf galaxies. During cosmological reionization, this effect can result in negative feedback: suppressing star formation inside H ii regions, thus impeding their continued growth. It is difficult to model this process, given the enormous range of scales involved. We tackle this problem using a tiered approach: combining parametrized results from single-halo collapse simulations with large-scale models of reionization. In the resulting reionization models, the ionizing emissivity of galaxies depends on the local values of the reionization redshift and the UVB intensity. We present a physically motivated analytic expression for the average minimum mass of star-forming galaxies, (M) over bar (min), which can be readily used in modelling galaxy formation. We find that UVB feedback: (i) delays the end stages of reionization by delta z less than or similar to 0.5; (ii) results in a more uniform distribution of H ii regions, peaked on smaller scales (with large-scale ionization power suppressed by 10s of per cent) and (iii) suppresses the global photoionization rate per baryon by a factor of less than or similar to 2 towards the end of reionization. However, the impact is modest, since the hydrodynamic response of the gas to the UVB occurs on a time-scale comparable to reionization. In particular, the popular approach of modelling UVB feedback with an instantaneous transition in M-min, dramatically overestimates its importance. UVB feedback on galaxies does not significantly affect reionization unless: (i) molecularly cooled galaxies contribute significantly to reionization; or (ii) internal feedback processes strongly couple with UVB feedback in the early Universe. Since both are considered unlikely, we conclude that there is no significant self-regulation of reionization by UVB feedback.