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Recently, Agrarmarkt Austria (the main body of Austrian agribusiness marketing), pulled back an almost launched project after massive critique from the public. They had cooperated with a children’s book author to do a picture book on meat production. The book was accused of unashamedly whitewashing the killing of animals and using the genre to influence children’s moral intuitions. Picture books indeed come with an ageless tradition of conveying ethical messages. But it has been scarcely addressed so far how children make sense of pictures and narratives or by what processes they learn to respond to them. This is especially true with regard to normative messages concerned with nature in general and animals in specific. By reference to the AMA book as a case example I will identify ethically relevant elements of pictures and narrative. Their discussion will be set against the background of current empirical studies on anthropomorphism and anthropocentrism in picture books. The analysis will reveal the animal ethics potential of picture books which are ‘usually more complicated and occasionally more potent than they seem at first glance’.