Abstract
Prevention is a fundamental aspect of the work of general practitioners (GPs) and family doctors (FDs); however, its implementation poses significant challenges due to conflicting guidelines, time constraints, competing demands, and equity concerns. This position paper proposes seven guiding principles to help GPs and FDs navigate preventive care effectively. It encourages GPs/FDs to recognise the intrinsic preventive value of high-quality general practice and adopt a critical approach to the evidence underpinning preventive recommendations. Prioritising a limited number of preventive services with a strong evidence base and targeting those patients most likely to benefit will contribute to sustainable, evidence-based, and equitable patient care.