On November 2, 2020, Vienna, Austria, was hit by a terrorist attack. Countless photos and videos created by eyewitnesses were shared on social media and picked up by journalistic media. Especially the use of the images by two major Austrian media caused public outcry and an intensive media-ethical debate. The article focuses on the meta-journalistic discourse on visual communication norms spurred by the visual media coverage of the attack, what was criticized and by whom, and the consequences of the discourse. A variety of actors spoke out, accusing the two media outlets of showing attack images that violate journalistic codes. While there was a broad consensus among the discussants that showing the images was inappropriate in the journalistic context, the level of reflection was low. The discussion was limited to image motives, but the journalists and covered actors did not discuss the reasons for not publishing these visuals, the visuals’ aesthetics and modes of representation. Thus, how something is depicted was excluded from the debate.