Google updated its AdWords policies with a third-party policy section that includes reporting and disclosure requirements. Google also clarified enforcement and non-compliance handling, as well as let advertisers know how to contact Google if they've any complaints about 3rd parties.
"We believe that most agencies, resellers and other 3rd parties that sell AdWords already meet these policies and will need to make minimal or no changes to their systems. Proactive audits for selected 3rd parties will start on April 1st 2011, although you're strongly encouraged to start complying with these requirements today. Note that we'll continue to investigate any complaints and take appropriate actions.
For advertisers, we've updated the AdWords Help Center to provide information and links to applicable 3rd party policies. Should you encounter a 3rd party partner in violation of our policies, you can notify us via AdWords Help Center "Contact Us" form here," stated Google.
"We hope this provides 3rd parties and advertisers with clarity on the policies AdWords 3rd party partners must adhere to, and offers sufficient information on Google third party requirements. We believe that these new requirements will ensure that every advertiser that works with a third party partner understands their value and has a great experience."