Choice of healthcare provider has become an increasingly important feature of healthcare policy in many countries. Much of the debate has focused on choice of secondary provider, while choice in relation to primary care has received less attention. In England, following the introduction of increased choice of secondary care provider in the early 2000s, recent reform efforts foresee the implementation of free choice of GP practice following a 12-month pilot scheme during 2012 and 2013. In light of the proposed changes in England, we sought to understand choice of primary care provider as a policy issue in different health systems in Europe. A literature review was undertaken, complemented by country case studies involving document review and key informant interviews. We examined three countries, Finland, Norway and Sweden, on the basis that these had recently introduced changes to choice of primary care provider.