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If you advertise on 'widgets london' Google has started showing adverts (in huge numbers) for the term 'widgets'. That's just not on. If I wanted to bid on 'widgets' I would have added it to my list of keywords.
I think it started yesterday (in the UK) on a large scale. Anyone else getting hacked off with the relentless greed that is permiating Google?
Another example is that 'widgets in (pick any recognised part of london)' is showing the london advert, that's intelligent and acceptable under the definition of broad match. However it doesn't stop there, it's getting very worrying.