The aim of this article is to offer a comprehensive analysis of the European Union’s neo-abolitionist approach to prostitution, drawing on the literature that addresses the global rise of neo-abolitionism and using key concepts developed by the gendered approaches to the European Union in order to adapt them to the particular context of the European Union. To do so, the article undertakes a critical frame analysis of the European Union’s violence against women policies, as it is in such policies that prostitution has been most thoroughly addressed, in combination with an analysis of the nature and evolution of the European Union’s gender equality policies more broadly. The article contends that the emergence of prostitution on the gender equality agenda of the European Union and the adoption of an explicit neo-abolitionist approach by the European Parliament can be explained by the coalescence, in the mid 1990s, of three key factors: Sweden’s accession to the European Union and the consequent positioning of Swedish femocrats, keen on exporting Sweden’s neo-abolitionist agenda to the European Union, in central positions of power within European Union institutions; the crystallisation of a robust neo-abolitionist velvet triangle through the creation of strong institutional links between the European Commission, the European Parliament and the European Women’s Lobby, which remained unchallenged; and the gradual development of a hybrid model of gender equality in the European Union which resonates with neo-abolitionist ideals at the same time as neo-abolitionism itself was increasingly associated to gender equality as a fundamental European Union value.