In Croatia, there are many controversies surrounding the implementation of media laws, especially the availability and transparency of ownership structures of media companies. It is precisely this "relaxation" in law enforcement that can affect the content that the audience consumes. The non-enforcement of the law is reflected in the diversity and plurality, and ultimately, the content bias, which is just as important as the diversity and plurality of ownership structures. This research showed that the majority of articles in the Croatian media published during the pre-election campaign of the European Parliamentary Elections were written in a neutral or positive tone, with a minimal presence of sensationalism. HRT, as a public service, had the fewest sensationalist and biased articles, while Net.hr and Jutarnji.hr showed the highest level of sensationalism. The key goal of this paper was to investigate media bias in Croatia, with the results disproving common prejudices about HRT's political independence, showing that it is not significantly more biased than private media. Also, the analysis showed that HRT was not more inclined to report positively on right-wing political parties compared to commercial media, nor was it less neutral in reporting. In addition, the research highlighted significant differences in the tone and approach of reporting among media portals with different ownership structures, suggesting that ownership can influence the media's political bias. Special emphasis is placed on the importance of diversity of media ownership, whereby pluralism of ownership enables diversity of content that would not be possible if the media market were controlled exclusively by commercial or foreign media. This diversity is essential for maintaining media freedom and pluralism of information in a democratic society.