Viagra, the original erectile dysfunction wonder-drug could soon be available from pharmacies across Europe if its manufacturers apply for an OTC licence.

Pfizer has confirmed it is considering an application to EU regulatory authorities to make the drug available without a prescription, which could prove popular with men suffering from the condition.

Since its launch in 1993, Viagra has become a household name. It has now been taken by an estimated 27 million men worldwide and remains one of Pfizer's biggest selling brands.

But in recent years, competition from rivals such as Lilly's Cialis and GSK's Levitra, and a plateauing market for the drugs has seen prescription sales of the drug stagnate.

Demand for the drug via the internet, however, remains strong, fuelling counterfeiting of the drug and illegal internet pharmacies.

Easier access through pharmacies would reinvigorate sales of Viagra, and could also help divert demand away from illegal sources.

But regulators would need to be reassured that pharmacists could ensure potential safety problems for some men could be avoided.

Some men  with severe heart disease or low blood pressure should avoid Viagra and similar drugs because of possible risks and side-effects.

Furthermore, impotence is often the result of other underlying diseases, such as diabetes, and there are concerns these conditions could go undiagnosed without a full health check-up.

A spokesman for Pfizer confirmed the company was considering an OTC application.

"As with many of our products, Pfizer has routinely evaluated a number of options  such as different formulations, new indications, over-the-counter and continues to do so."

The company says that despite speculation, there are no plans to pursue a spray version of the drug.  

pharmafocus@wiley.co.uk