This article analyses how the issue of self-determination was framed and presented during the Brexit referendum campaign. It focuses on the two official campaign websites of the Leave and Remain sides during the referendum campaign between 15 April and 22 June 2016. The qualitative thematic analysis covers 186 posts from both sides, using an inductive approach. The results indicate that both camps adopted similar approaches towards the issues of self-determination (although from different perspectives), with limited emphasis on the general elements and extensive use of the specific themes. These themes were a combination of issues which were salient in society and on which the other camp had little to say.