The increased shortage of organs for transplantation has led to a widening of the living donor pool and to innovations in how and where people seek living donors. Transplant programs are being asked to reconsider practice in light of new situations. Public solicitations for organs have grown as people have become more desperate to find organs. The expansion of the media, particularly the Internet, into our everyday lives has offered an additional method for the dissemination of information and requests for organs. This article discusses public solicitations from living kidney donors, examines the ethical issues therein, and makes suggestions as to how transplant teams might consider addressing this issue.