LONDON - Men will be able to buy impotence treatment Viagra over the counter in Britain for the first time from Valentine's Day, chemist chain Alliance Boots said on Sunday.

This undated file photo shows Viagra pills made by Pfizer. One of Britain's biggest pharmacy chains is planning to begin a trial selling viagra as an over-the-counter drug on Valentine's Day, it said. [AFP]

Three Manchester Boots pharmacies will sell the prescription-only medication made by US drugs group Pfizer in a pilot program from February 14.

Men aged between 30 and 65 suffering from erectile dysfunction will be able to buy four Viagra pills for 50 pounds (US$97) without having to get a prescription from a doctor first.

Instead, they will have a private consultation with a Boots pharmacist, when their medical history will be checked and measurements taken of their blood pressure, cholesterol and blood glucose levels.

On a return visit patients will see a private doctor to ensure they are suitable for a further supply of pills.

"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," said Boots Director of Healthcare Alex Gourlay.

He said it was estimated that only one in 10 men suffering from erectile dysfunction were currently being treated.

Boots already offers similar services for weight loss, hair retention and chlamydia treatment.

A national roll out of the Viagra service will be assessed later in the year.