Physicians play a critical role in the uptake of generic medicines in the Philippines, being in control of drug prescriptions while also enjoying high trust from patient-consumers. However, their negative perceptions on generic medicines have arisen as an issue that could influence their prescribing practices for generic drugs. To gain further insights into the problem, a crosssectional survey was conducted among practicing physicians in Baguio City, assessing their state of knowledge, perceptions, attitudes and practices relative to generic medicines and the Generics Act of 1988. Results revealed knowledge gaps on the therapeutic capability of generic medicines, and the generic law’s provision on generic dispensing; persistent low regard for generic drugs and their quality assurance standards; continuing opposition to the specific provision on generic dispensing; and, finally, low or even non-compliance to generic prescribing. Aside from recommendations on continuing information and education of physicians together with a stricter and consistent monitoring of their prescription practices, the study calls for investigation into the influence of drug companies on the persistence of negative perceptions among physicians.