In March 2014, after the overthrow of the pro-Russian government of Viktor Yanukovych and the establishment of a new, pro-Western government in Ukraine, the Russian Federation annexed the Crimean peninsula, until then a part of Ukraine. The act of annexation itself was portrayed differently in European countries, and this paper investigates the media portrayal in Croatia, Hungary and Serbia. Content analysis of articles and media publications from relevant internet portals in the researched countries was used as a research method. According to the results of the analysis of the content, it was observed that the annexation of Crimea in Croatia is presented in accordance with pro-Western policies, in Hungary certain domestic objectivities stand out, while in Serbia pro-Russian positions are mostly noticed in the reporting.