When one's desire to love Kṛṣṇa in one's particular relationship becomes intensified, this is known as pure love of Godhead. In the beginning a devotee is engaged in the regulative principles of devotional service by the order of his spiritual master. When one thereby becomes completely purified of all material contamination, there develops an attachment and taste for devotional service. This taste and attachment, when gradually intensified in the course of time, becomes love. The word love can be actually applied only in relationship with the Personality of Godhead. In the material world, love is not applicable at all. What goes on under the name of love in the material world is nothing but lust. There is a gulf of difference between love and lust, like the difference between gold and iron. In the Nārada Pañcarātra it is clearly stated that when lust is completely transferred to the Supreme Godhead and the concept of kinship is completely reposed in Him, such is accepted as pure love of God by great authorities like Bhīṣma, Prahlāda, Uddhava and Nārada.
Great authorities like Bhīṣma have explained that love of Godhead means completely giving up all so-called love for any other person. According to Bhīṣma, love means reposing one's affection completely upon one person, withdrawing all affinities for any other person. This pure love can be transferred to the Supreme Personality of Godhead under two conditions—out of ecstasy and out of the causeless mercy of the Supreme Personality of Godhead Himself.