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The dispute that broke out last week over Google’s latest attempt to promote its Google+ social network marks growing frustration among internet competitors about the way the search company gives preferential treatment to its own services in search results.

Despite indications that regulators will study the latest move, however, some rivals warned that the U.S. has been slow to pursue its investigation of the wider issue and that Google’s persistence with the tactic has allowed it further to reinforce its search dominance.

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