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THE first pill to prevent premature ejaculation launches in the UK tomorrow.
The drug, taken one to three hours before sex, is shown to make fellas last three times as long. It works by altering levels of a chemical in the brain called serotonin, which helps a man to have more control over his moment of climax.
But it is costly - at £76 for a pack of three Priligy 30mg tablets.
Premature ejaculation affects 30 per cent of British men. But half of sufferers wrongly believe they can't be helped. Local anaesthetic sprays and creams are on the market to help delay the moment. Other methods to control the problem include stop-start and squeeze techniques, condom use to reduce sensitivity and counselling. All have been shown to have only limited success.
Priligy, which is available for men aged 18 to 64, is already on sale in some European countries. It will be sold exclusively online, for private prescriptions only.
Nitin Makadia, head of male sexual health at Lloyds-pharmacy, said: "Priligy has the potential to do as much for men's sexual health as Viagra.