Google is tightening regulations for third-party partners that offer AdWords to clients, usually small businesses. For the most part, it said in a blog post, it doesn’t expect there to be much change for end-users as most third-parties already adhere to the spirit of its changing regulations - which are aimed at stamping out fraud or at least shady business practices among these providers.

While many of the changes deal with reporting requirements - these firms must now provide metrics on costs, clicks and impressions on AdWords on a monthly basis - some of the new language offers insight into how some borderline firms were taking advantage of AdWords users.

For example, such firms may not position themselves to clients as having a "special" relationship with Google when they do not or bill clients for a listing in Google Places, which is, after all, free.

The new policies go into place April 1, but Google strongly urges companies to start following them sooner.