In Europe there is no common quality assurance framework for the delivery of guidance in higher education. Using a case study approach in four university career guidance services in England, France and Spain, this article aims to study how quality is implemented in university career guidance services in terms of strategy, standards and models, relationship with main stakeholders and quality assessment. The case study findings reveal that the services articulate their strategy and mission as dedication to providing a quality service. However, little objective assessment of programmes and procedures is actually being conducted.