This chapter analyses the contents of so-called Islamic State's Dabiq magazine using the framework of responsive regulation. After a brief statement on methodology, the chapter begins by outlining the notion of responsive regulation and seeks to justify its application in this context. It argues that, whilst there are dissimilarities between the efforts of regulators and the producers of Dabiq, the two have one key feature in common: both seek to achieve compliance with a given set of norms by inducing behavioural and attitudinal change. The subsequent analysis is organised into three sections: the persuasive techniques employed in Dabiq; the interplay between these techniques; and, the role played by assessments of (procedural as well as substantive) fairness.