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25-May-2010 : Viagra sales in Italy have been steadily increasing as attitudes to making use of erectile dysfunction medication slowly change. When Viagra was first launched over ten years ago Italian men made a public show of complete disdain and contempt for a medication needed to produce an erection as if the concept of being sexually impotent was something that could never happen to them.

We all know about the standard Italian man's pride and machismo which prevents him from admitting any sort of inadequacy or inability on any front. If you think it is difficult to admit to a doctor that you have erectile dysfunction imagine you were born in a southern Sicilian village and your name was Massimo Grande!

Online pharmacies in Italy have come to the rescue of thousands of Italian men whose idea of going to their local doctor to get a prescription for Viagra, Cialis and Levitra is basically out of the question. Not only would they have to talk to a doctor who they probably know socially but they would also have to go down to their local pharmacy and have a chat about the weather, the family, football (which is the Italian way of doing things) before plucking up the courage to hand over that incriminating piece of paper to the pharmacist who is likely to be just as embarrassed as you are.

Even though attitudes have changed in Italy regarding Viagra and it is now becoming an accepted medication for men of a certain age they still would rather get it discreetly. Many Italian men say that when they see their local doctors for a Viagra prescription, their doctor often presumes that they are having an affair with a younger woman which is yet another reason why they would rather use an Italian online pharmacy rather than have face to face contact with somebody who knows them.

Recently the Prime Minister of Italy Silvio Berlusconi made a public statement saying that he did not use the impotence drug Viagra despite being in his seventies. What makes this statement so topical is that he felt the need to deny his use of Viagra and even instituted legal action despite being in his seventies. He felt that his machismo was being undermined by the suggestion that he needed help in the bedroom.

Will he still feel the same when he is 90? Viva L'Italia!