Perhaps the real question is whether you need to treat it at all. After all, what’s ‘premature’?

If you set your sights according to media peddled ‘ideals’ like simultaneous orgasms or Tantric style sexual marathons, then you’re probably being unrealistic.

The truth is, most men come in minutes, not hours. Admittedly, there are ways of delaying your orgasm. But if your goal involves maximising her sexual pleasure, too – which usually, and quite correctly, is what this is all about – then you may need to try approaches other than just ‘lasting longer’.

Such as concentrating on foreplay rather than obsessing about coming together. And remembering that, when you’ve climaxed, the fun isn’t necessarily over – in other words remember afterplay.

So, ideally, the focus should move away from simply how quickly you ejaculate to how you can have a mutually satisfying sex life. After all, if there’s one thing guaranteed to make you shoot your bolt even quicker, it’s performance anxiety.

OK, fine, you say – but you really do want to delay your orgasm. Maybe, for example, you come before you’ve even penetrated.

Fair enough. There are a number of options. One of the most pragmatic involves wearing extra thick condoms to reduce sensation and thereby build up your confidence.

Another means learning a ‘squeeze technique’. This is a particular grip applied to the penis to prevent orgasm. It’s described in various self-help books and can be practised on yourself during masturbation. Ask her nicely and she may try it out during sex.

If all else fails, you can see your GP. You may feel embarrassed about this, and you may want to be sure you’re booked with a male doctor - but I guarantee he’s heard it all before.

Treatment options include antidepressants – a side effect of which delays ejaculation – or psychosexual counselling.