This paper explores the phenomenon of Euroscepticism in the context of the EU crisis caused by the key events that shook the Union between 2015 and 2021. The focus is on the most important factors which are influencing the strengthening of Euroscepticism in the Western Balkans, ie (potential) candidate countries for accession to the European Union. More specifically, the paper emphasizes the issue of nonexistance of a unified EU foreign policy and the incoherence of European enlargement policy, and thus the lack of a concrete communication strategy towards the Western Balkans. Considering that the national authorities of the Western Balkans do not contribute to the promotion of European investment in the region due to high levels of corruption, non-transparency and political interference in the media, with governments linked to other world powers, it is clear that raising awareness among citizens about the benefits of European integration is unattainable. Given the lack of papers in this area, the aim of this one is to contribute to academic discussions on strengthening the credibility of EU enlargement policy, but also to develop more advanced forms of strategic communication on EU contribution to the socio-economic development of the region.