KEY POINTS:
A desire to "keep up with the boys" has resulted in a rise in the number of women seeking treatment for their sex addiction.
Although the taboo topic was primarily seen as a male problem, Sex Therapy New Zealand director Robyn Salisbury said women were becoming prone
to a "ladette" culture.
And while there were no firm figures available, she would not be surprised if the number seeking help had risen "quite dramatically" in recent years.
"Women today are moving beyond traditional constraints and are claiming their own sexual pleasures and power," she said.
"This is great if it doesn't detract from other areas of their lives, but often these people are never satisfied and it can become destructive."
Salisbury said the phenomenon was down to women trying to "keep up with the boys" through a series of affairs, or casual sex.
The trend matches developments overseas. In America, one therapist said that women made up almost a third of people seeking sex addiction treatment.
Salisbury said many women initially sought help for alcoholism, drug addiction or depression but a sex addiction was often uncovered as the root of other problems once their treatment began.
"Many women are unaware they may have an addiction.
"Anytime anyone portrays any kind of addictive behaviour, it is usually in order to meet another need."
Sex addictions were dangerous, she said, because they were a form of self-abuse, or abuse toward a partner.
Women often leaned toward a sex addiction when they were craving intimacy or love, while men tended to be attracted to the notion of casual sex "because they can".
Overseas research has shown sex and love are scientifically addictive.
When comparing the brain scans of sex and cocaine addicts, researchers found activity in identical areas.
MAKING YOUR LIFE UNHEALTHY
Sex isn't the only addiction keeping therapists busy. Tanorexics must have regular applications of fake tan, or sessions on a sunbed.
Others find it hard to ignore social networking websites and one woman doesn't feel "a real person" if she misses an episode of her favourite reality TV show.
"Addictions mess up your life," says Walter Logeman, a Christchurch-based psychotherapist who specialises in internet addictions.
"A [certain kind of] behaviour is likely to be an addiction if you repeat it even though it makes your life unhealthy and eventually un-manageable."
Cyber addictions
Louise Smith (not her real name) is so addicted to checking her Facebook page for updates on her friends she calls it "face-stalking".
Even though they're a phone call away, Smith can't help but scroll through photos and status updates _ a one-line sentence relaying what your friends are doing _ "countless" times a day.
Wellington nanny Bryony says her Facebook addiction _ up to five hours a day _ has made her "a bit antisocial" and led to her losing friends.
"I didn't think it was a big deal until I decided I'd rather be checking what people are up to and sending messages than going out or doing sociable things." Logeman says becoming addicted to the internet is becoming more common because it's about forming relationships through a new medium.
Is this reality?
Helen (not her real name) will readily admit to being addicted to television _ but not any show.
The Aucklander, who "absolutely has to" watch reality series on a regular basis to feel content, says her life revolves around programmes such as America's Next Top Model and Survivor.
"Some days I'd rather avoid my own life and deal with the ones I watch on TV." Logeman says this type of activity which could be perceived as an addiction is a prime example of escapism.
Tanorexia
Tanorexics are obsessed with constantly having a dark tan. "My friend is a total tanorexic," says Cheryl, a former tanning consultant.
"She uses a sunbed probably three times a week and when she's not doing that she uses spray-on tans. She looks orange _ it's disgusting, but I can't tell her she looks crap." An American study found tanorexics may have an addiction to the ultra-violet rays in tanning beds, which result in a high similar to a drug addiction.
Peter Adams, a professor specialising in addictive behaviour at Auckland University, says an addiction to tanning is only a problem if it is impacting on relationships or employment.
Water bottles
"I carry my litre bottle with me just about everywhere," says Sara Livingstone, a 19-year-old university student.
"Most people I know do. I don't think I could go to class without it. I'd get dehydrated and feel a bit naked without it." Saying you're addicted to water is like saying you're addicted to chocolate _ you don't need it to get by, you enjoy it, says Adams.
"People say `I'm addicted' about a lot of things, but I would not see it as a problem unless it is affecting someone's health or relationships. It's not like they have a loss of control over it like someone with a drug or alcohol addiction might do."