Fuel subsidy reform has been identified as a policy that is both necessary and urgently required to meet decarbonisation targets. However, implementing fuel subsidy reform is often challenged by lack of popular support. I study how framing can increase public support for fuel subsidy reform using a survey experiment in Malaysia (N=1,200), where a petrol subsidy reform is currently taking place, as well as interviews with policy professionals. I test redistributive and environmental goal framings to understand people’s distributive preferences that can influence support. Providing information on the redistributive purpose of the policy increases support by at least 10%, while the environmental purpose has limited effect. Although economic costs are salient, I find that communication and timing of implementation can bolster trust and support for fuel subsidy reform. The findings suggest that targeted communication by political and policy actors prior to, during, and after implementation of the fuel subsidy reform can increase public support.