This article analyses press coverage between July and October 2010 in three different European Union (EU) member states (France, Romania and Bulgaria) of the French government's expulsion of Roma in 2010. It asks what the international reaction to France's actions tells us about the way in which Europe is deployed in debates over discrimination, minority rights and freedom of movement in national media. The article finds evidence in national public debates of a Europeanisation of normative discussions, thanks to a willingness by a range of actors to use the EU in an instrumental way for political gain. However, the representation of issues and actors by the press also demonstrates the ways in which the prominence of supposedly European norms, and the framing of the EU's role, can be associated with national political dynamics, both in relation to the political environment and contemporary narratives regarding national identity.