A Dutch company called Emotional Brain claims early trials of a new drug, Lybrido, show promise for women in the treatment of loss of sexual desire and that "pink Viagra" could be on the market as early as 2016.

But the hype around the new drug has reignited the controversy about female sexual dysfunction, one detractor calling it "corporate-sponsored creation of a disease". Critics claim the £1.5 billion ($2.95 billion) annual market for Viagra (which treats male sexual dysfunction) has encouraged the pharmaceutical industry to repackage loss of libido in women - triggered by such factors as stress, new motherhood, ageing or a failing relationship - as a medical condition.

Dr Petra Boynton, a psychologist and sex researcher from University College London, argues that a flagging female libido should not necessarily be viewed as a medical disorder. "Good sex is now presented as lots of sex and mind-blowing multiple orgasms. So you end up with people going to their GPs thinking they have sexual problems, when they may be misinformed, or may have relationship rather than sexual problems."