Every February, across the country, candy, flowers, and gifts are exchanged between loved ones, all in the name of St. Valentine.
As millions of couples the world over celebrate on February 14, a large percentage of the population, both men and women, may be doing their utmost to forget that the day has also been named as National Impotence Day in Britain.
Valentine's Day is a day when there is a lot of talk about love and relationships so it's a good time to talk about sexual dysfunction - which could mean anything from an inability to maintain an erection, to lack of sexual desire.
National Impotence Day is an annual health campaign that highlights impotence, a much stigmatized sexual problem that affects most men at some time during their lives.
It is estimated that one in ten men in the UK over the age of 21 suffers from impotence, or erectile dysfunction. Unfortunately, the majority of men with the condition choose not to seek professional help and advice because they are too embarrassed.