Faster rival to Viagra 'will restore spontaneity' for lovers

Viagra was the world's fastest-selling drug and is reportedly used by 20 million men. For four years it has been the only pill for impotence on the market. But now it has a rival.

Cialis, which is claimed to work faster than Viagra and last longer, is said to return the spontaneity to love-making. It was approved by the European Medicines Evaluation Agency for sale in the 15 countries of the European Union on Thursday and is expected to be launched in Britain early next year.

Tests have shown that Cialis can enable men to achieve erections in the 24 hours after they have taken the drug, compared with four hours for Viagra. It has been shown to work in as little as 16 minutes, twice as fast as Viagra. In France it has already been nicknamed le weekend.

Dr Harin Padma-Nathan of the University of Southern California, who led the studies of the drug, said: "A therapy that allows a man with erectile dysfunction to engage in intercourse within a 24-hour window permits the couple to regain spontaneity in their sexual relationship."

Viagra, which is made by Pfizer, has sales worth $1.5bn a year. Experts say the launch of a rival drug will increase the overall market by making more men aware that they can be treated. In the United States between 20 and 25 per cent of men with erectile dysfunction seek treatment compared with 10 to15 per cent in Europe.

Cialis, made by Eli Lilly and the Icos Corporation, acts in a similar way to Viagra by inhibiting an enzyme that regulates blood flow to the penis, causing erections to subside.

Most men who want Viagra have to pay for it privately at about £5 a pill. The price of Cialis has not been disclosed.

A second rival drug called Levitra, made by GlaxoSmithKline and Bayer AG, is expected to win American approval next year. An application is also pending in Europe.