Just in time for your sweetheart! Beginning Wednesday, you can buy Viagra over-the-counter in some U.K. pharmacies.

Men aged between 30 and 65, who suffer from erectile dysfunction, will be able to buy four Viagra pills for nearly $100 without a prescription at the Boots chain. That’s $25 a pill. A bit pricey, yes? But they will be required to have a private consultation with a pharmacist to have their medical history, blood pressure, cholesterol and blood glucose checked, according to Reuters.

“By creating a service that is easily accessible on the high street we hope that we help many more men seek help for a very common condition,” says Boots healthcare director Alex Gourlay, who estimated only one in 10 men with erectile dysfunction are being treated.

So how long will it be, do you think, before someone has the bright idea to sell Viagra OTC in the U.S.? After all, Pfizer can certainly use a little extra revenue. Wonder what that advertising campaign would look like.

[tags]Pfizer, Viagra[/tags]