Men whose love lives are short on staying power are finally getting a pill to tackle the problem.
The first drug for premature ejaculation has gone on sale on private prescription, according to the Mailonline.
The problem affects one in three men at some stage in their lives but many are too embarrassed to discuss it with a loved one, let alone a doctor.
The pill called Priligy is taken one to three hours before sex and can increase staying power threefold.
It has become available in other European countries in recent months and is now available in the UK following clinical tests.
It works by altering levels of a chemical in the brain called serotonin, giving the man more control. Side effects are mostly mild, although men taking it are advised to avoid alcohol.
The drug, manufactured by Johnson & Johnson, will be sold only on the internet following an online consultation with a doctor.
Nitin Makadia, of Lloydspharmacy, which is running the service, said: 'Priligy has the potential to do as much for men's sexual health as Viagra.
'It will give sufferers a chance to improve the quality of their relationships and their general wellbeing.
'It has been well received by men elsewhere in Europe and we are really pleased to be bringing this treatment to the UK. By providing consultations online we hope to be able to help as many men as possible.
'Some men are understandably reluctant to discuss the problem with their GP so we are removing this barrier to treatment.'
Until now men have had to rely on basic treatments such as local anaesthetic sprays and creams, condoms to reduce sensitivity, and behavioural counselling.
Patients accepted for treatment will be asked to pay for the drug, which will be sent 'securely and discreetly' through the post.
Men who obtain the pill but do not suffer from premature ejaculation may be disappointed with it. Trials show the average time gained is two minutes.
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