In Finland, early childhood education and care (ECEC) is traditionally publicly provided. However, private ECEC provision has increased during the past decade, largely as a result of financial support from the public sector. Drawing on qualitative interviews with municipal decision-makers, this article identifies three frames within which publicly subsidised private ECEC provision and marketisation are rationalised: the pragmatic frame, the government frame and the choice frame. The results show that even though market logics and tendencies seem to have gained a strong foothold in local policies, there is a keen interest in universalism and maintaining public control over local ECEC provision.