According to Lund, under MLS and NAR policies, a broker may not advertise another broker's listing without the listing broker's prior, express consent. This principle exists to protect fiduciary responsibility, prevent consumer confusion, and ensure accountability for representations made to the public, Lund wrote. According to Lund, there is an important distinction between displaying a listing and advertising one, noting that advertising implies promotion, solicitation, and lead capture, not passive information access, which Google's display has with its request a tour and contact agent buttons.