This might sound a theatre critic's dream, but Craigslist's "Get $5 for Yelp review" leaves less room for such notions.

It's the seamy side of an online reviews industry which has enticed clickfarms in Bangladesh, lawyers in London, and New York's Attorney General.

And now, the UK's Competitions and Market Authority (CMA) as well, which is opening an investigation using its consumer enforcement powers, and pondering further action.

The CMA is also planning an international project on online reviews and endorsements, to coincide with Britain's year-long presidency of the International Consumer Protection and Enforcement Network, which starts 1st July.

It's big business, these new crowdsourced yellow pages of the internet. A hearty 62% of British consumers say they are likely to be affected by positive online reviews - with negative ones, that soars to 89%.