Telemedicine presents an opportunity to enhance primary care by promoting more equitable access to healthcare services and fostering patient empowerment. By enabling remote communication, personalised care, and access to medical information, patients can take an active role in their healthcare. However, to fully realise its benefits, it is crucial to address ethical challenges such as privacy, data security, and equity in access. For its successful implementation, it is necessary to provide training for both patients and healthcare professionals, ensuring that technology is integrated without compromising the quality of care. In addition, telemedicine should be complemented by face-to-face consultations and respect fundamental ethical principles, such as autonomy and informed consent. In primary care, its adoption must ensure inclusive access tailored to diverse needs, avoiding the perpetuation of inequalities and improving health outcomes.