Purpose: To set-up a classification of the types of profiles and competencies that are required to set-up a good e-learning programme. This approach provides a framework within which a set of standards can be defined for e-trainers. Design/methodology/approach: Open and distance learning (ODL) has been developing in Europe, due to new tools in information technology but the way in which it is carried out varies from country to country. Up until now, the focus has usually been to study technical standards although it is now more beneficial to carry out research on non-technical standards. The methodology is based on the Isfol methodology, created in Italy in 1998 and adapted for this survey. Findings: This paper gives the results of a survey that was conducted in four European countries, England, France, Italy and Portugal, and gives an insight into the different professional profiles associated with this new type of learning. Research limitations/implications: This analysis represents just the first step towards quality and accreditation. Practical implications: This research highlights the best way to conduct an e-learning project involving the best participant profiles. Originality/value: This paper provides a pan-European approach to ODL and outlines the major professional profiles used in each country. It highlights non-technical standards. (Contains 2 tables and 1 figure.)