“Who is in control of the narrative?” is the mantra that now echoes in the hallways of the EU’s headquarters in Brussels. Spurred in part by large-scale jihadist propaganda, approximately 20,000 people from 50 countries have joined the fight in Iraq and Syria. So far, authorities in their countries of origin have not been able to address the jihadist radicalisation messages transmitted via the internet and social media. Many new initiatives were recently announced, however, including the establishment of a European counter-narrative centre in Brussels.