Health care reforms introduced in Italy in the late 1970s triggered a profound rethinking of the role of general practitioners (GPs) in prevention. We interviewed 209 GPs registered in the Torino area to delineate their beliefs, attitudes, and practice patterns in relation to prevention. We examined an array of primary and secondary preventive interventions, including influenza vaccination of the elderly; counseling activities related to smoking, alcohol consumption, accidents, contraception, safety helmets, and seat belts; and early detection of hypertension and lung, cervical, and breast cancers. Improvement can still be made in the full implementation of preventive practices. We examine features of the organization of medical practices in Italy that impede the integration of preventive interventions in primary care.