This study was conducted to explore barriers to the implementation of the 'evidence-based patient choice' (EBPC) consultation in medical practice. The theory behind EBPC encompasses the idea that patients should be provided with evidence-based information in a way that facilitates their ability to make choices or decisions about their health care. Semi-structured interviews were conducted with purposively selected general practitioners (GPs) (n=11), hospital doctors (n=10), practice nurses (n=5), academics (n=11) and lay people (n=8). Qualitative analyses of participants' responses were conducted to identify key themes and categories. Lack of medical evidence per se and evidence relevant to individual patients were the most commonly reported barriers to the EBPC consultation. Other barriers included: doctors' attitudes, limited time for doctors to keep up with the evidence and to introduce evidence into the consultation; economic and resource constraints and a lack of technical resources and training to enable doctors to practice this type of approach.