So Russia is known for having a strong propaganda machine. Moreover, Russia openly admitting that it is invading a sovereign nation though it's Kremlin-controlled media outlets (aka almost all media outlets in Russia) would mean trouble. So by Occam's Razor, Putin is telling the media he controls to cover up as much of this as possible.
The EU rhetoric is a bit more nuanced, but probably comes from a similar place: if Russia is "invading" Ukraine, EU might be compelled to do something, which would put them in the precarious political and military position: the EU depends on Russian natural gas. Also Russia has nukes which makes opposing them militarily very dangerous (think, starting WWIII dangerous).
What evidence do you have that Russia is not in fact invading Ukraine? How can you explain these events? Especially the NATO satellite photos showing Russian military forces across the border?