Google's recently published a set of "software principles" under the title of "a proposal to help fight deceptive Internet software".
Not only is this a great statement of the problem and a very clear outline of how software should behave, it's also a clear shot at the questionable partnerships (Claria/Gator, etc.) of other pay-per-click providers like Yahoo/Overture.
I love it! Discussion starts here at the Best Practices Forum, home of the world's foremost Gator haters.