The latest news and top stories on World Gold Council. A prominent London-based professional association, the World Gold Council is dedicated to stimulating and sustaining global demand for gold. Its main areas of focus include conducting market research, providing industry insights and promoting gold as an investment asset. The Council pioneered the first gold exchange-traded fund and developed the Conflict-Free Gold Standard. It works to improve understanding access and trust in the gold market, playing a pivotal role in shaping the gold industry.