EASA released its Best Practice Recommendation on Online Behavioural Advertising. The recommendation provides for an industry-wide self-regulatory standard for online behavioural advertising, which will ensure consumer privacy protection across Europe. In practical terms, the Best Practice Recommendation promotes the identification of OBA ads via a uniform European-wide icon, which clicks through to a simple mechanism that provides consumers with full transparency, allowing them to exercise their online choices. The icon will be included in or around all online behavioural advertisements and will signal to consumers that OBA is being used. The icon will be interactive, allowing them to find out more about which companies are involved in serving the ad and also to click through to a European-wide website (www.youronlinechoices.eu). The website will provide information about OBA and a simple means for consumers, in their national language, to exercise their choice about whether they want to receive OBA ads. Consumers that want to complain about an OBA ad will be able to do so via the established, independent advertising self-regulatory organisation in their home country.