Menarini has launched ‘Firing Too Quickly’ – a UK campaign designed to raise public and healthcare provider awareness of premature ejaculation and its treatment.

The campaign will feature cinema advertisements, website support and sporting ‘ambassadors’, including international rugby players Danny Care (England), Sean Maitland (British Lions and Scotland) and Dan Biggar (Wales).

Menarini, which acquired the PE treatment Priligy (dapoxetine) from Johnson & Johnson last year, has also conducted a ‘Sex of the Nations' survey to investigate differences in sexual attitudes between England, Scotland, Wales, Ireland, France and Italy.

The online survey of 6,041 adults (male and female) found that nearly a quarter (23%) of people think that premature ejaculation only affects one in 10 men (one in five being the true figure). On average, only 13% of those surveyed had ever spoken to their GP about their or their partner’s sexual wellbeing, with England (10%), Scotland (11%) and Wales (11%) being the least likely to consult their doctor.