Primary care clinicians see a broad range of clinical presentations in their daily practice and, with this, encounter a variety of ethical considerations. However, notwithstanding a few rare examples, there is a paucity of access to clinical ethics support in primary care. There is also a lack of research into clinical ethics in primary care, particularly in the last decade, and primary care clinical ethics seems to attract little attention from the wider field of bioethics. In this session, we examine why this lack of clinical ethics support and research in primary care exists worldwide. We argue that the nature of the clinical work, the presentation of ethical dilemmas, and the organisation of primary care are significantly different from secondary care, to the extent that existing approaches to clinical ethics originating from a hospital environment cannot be applied to primary care, at least not without substantial adaptations. Primary care has a strong focus on preventive care, chronic disease management, and longitudinal relationships with patients and whānau (family). This means ethical dilemmas in primary care are often less acute or time-sensitive, but not necessarily lower-stakes. Such high-stakes, ‘chronic’ ethical challenges may stay under the radar of clinician identification and bioethical inquiry. Primary care clinicians tend to work in more isolated structures and do not have the same access to support, both in terms of time commitment and physical location. For these reasons, we argue that we require a fresh approach to clinical ethics to better support primary care.