Abstract The Netherlands and Belgium are European Union (EU) states with a shared border and cultural similarities. Article 13 of the EU Treaty of Lisbon recognises animals as sentient beings. EU laws protect animal welfare and conservation, and member states can implement more stringent legislation. Political salience refers to the extent to which citizens are concerned about political issues. Issue salience can be measured by assessing references to animal protection in party political manifestos. This research analyses the political salience of animal protection in the Netherlands and Belgium. It analyses over 2600 statements on animal protection in Dutch (2012–2021) and Belgian (2010–2019) party manifestos across three consecutive national elections. Quantitative analysis reveals that in both the Netherlands and Belgium, animal protection became more salient during successive elections, with the total number of positive statements increasing and the total number of negative statements decreasing. Farmed animal welfare and wildlife/biodiversity were the most salient issues, although the focus in countries and regions differed. Dutch parties and those in the Walloon region of Belgium focused on farmed animal health and unnecessary suffering; Flemish parties stressed intensive agriculture and animal welfare. In Belgium, wildlife/biodiversity statements stressed the protection of local species; Dutch statements were strongly linked to agriculture. In both the Netherlands and Belgium, left-wing parties had more progressive policy statements, whilst right-wing parties prioritised economic prosperity over animal protection. This research provides the first academic analysis of animal protection policies in political manifestos in the Netherlands and Belgium.