Birmingham's Macklin left the ring on a stretcher and was taken to the local hospital for precautionary checks.

BBC: SPORT | Boxing | Moore beats Macklin in thriller

The fight started at a ferocious pace, Macklin working well to the body while Moore enjoyed early success with the right uppercut.

BBC: SPORT | Boxing | Moore beats Macklin in thriller

Dr David Macklin, from the ambulance service, said crews were quickly on the scene and a number of bystanders also joined in the rescue operation.

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Macklin was throwing plenty but looked a little over-eager and almost paid the price when he was caught twice coming in midway through the third.

BBC: SPORT | Boxing | Moore beats Macklin in thriller

It was the jab, however, which did the damage for the champion in the second as he landed two stiff rights that brought down Macklin's guard.

BBC: SPORT | Boxing | Moore beats Macklin in thriller

His still looked marginally the cleaner work, although by the end of the fifth it was still very much in the balance as Macklin backed him up on the ropes.

BBC: SPORT | Boxing | Moore beats Macklin in thriller

Commenting Mr Macklin said sponsored results must be clearly marked and though they might help with some queries user testing showed that people need to be able to spot the difference.

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Tony Macklin, spokesman for Ask Jeeves, said the results reflected its own research which showed that people use different search engines because the way the sites gather information means they can provide different results for the same query.

BBC: Many people stick with one search engine such as Google