The Global Gambling Guidance Group (G4) is An accreditation and certification body in the field of responsible gambling. G4 aims to raise industry standards through a worldwide accreditation for gambling operators and suppliers, with the highest standards in responsible gambling. In many parts of the world, the gambling industry is being urged to develop responsible gambling programs to minimize the impact of problem gambling on communities. This pressure has come from governments, industry regulators, and the communities themselves. G4 is the brainchild of a group of international experts in the field who come from Australia, the Netherlands, the U.K., and Sweden. Between them, they have many years of experience working with the gambling industry worldwide to encourage responsible gambling and minimize the harm caused by problem gambling. Their experience covers drafting responsible gambling programs and devising and delivering training programs for staff of land-based and remote and e-gambling companies, as well as running helplines and face-to-face counselling services for problem gamblers themselves.