I've talked quite a bit about the new "relaxed" rules for golf, and I've also talked about some special places on the course where the rules are different. Recall that the USGA and R&A wanted to do two things in their rewrite of the rule book: speed up the pace of play, and make the rules easier to understand and apply.
Even though the new rules relax some requirements for penalties, accidentally moving your ball isn't always one of them. There is no longer a penalty on the putting green, and there never was one on the tee box, but Webb Simpson was rather upset to be assessed a one-stroke penalty at the Player's Championship during his Sunday round.
It seems Webb was getting ready to make a putt from the fringe when his putter got snagged in his clothing and contacted his ball and moved it. He asked for a ruling and was disappointed (....well, incensed) to hear he had to add a stroke to his score and move his ball back to its original location. Webb's irritation was apparently aimed at the arbitrary nature of the accidental movement - if he would have been on the putting surface - no penalty. A few inches off the surface - one stroke penalty.
Webb's misfortune is an example for all of us. Any movement (a permanent change in location) of your ball will call for a penalty unless you are on the putting surface or on the tee box. Be very careful.
During U.S. Open (Men's and Women's) there were a few times when players rested a club behind a ball in the rough and the ball oscillated but reverted back to the original spot. If the ball changes location by your attempt to address the ball - yep, add one stroke. I intentionally play a ball in the high rough like a bunker shot - I hover over the grass at address and then go down and get the ball when I make a swing to avoid potential movement.
Webb's embarrassment wasn't over after being assessed a penalty at the Players. In an interview after the round while he was still hot under the collar he voiced is displeasure that players at the U.S. Open's famously high rough would be assessed a penalty for moving a ball during search under the new rules. Webb, you better read the rules before you open your trap - that used to be a penalty, but no longer is.