The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for online behavioural advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA icon and provides technical means and transparency for consumers to exercise choice and control over OBA through the User Choice platform www.youronlinechoices.eu. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure consistency in the European self-regulatory approach.