No matter how we characterize him - be it an out-of-control addict or just the latest celebrity face of bad-boy behaviour - it doesn't take an expert to recognize that Tiger Woods is probably in need of some serious help right about now. (QMI files)

To chronic users, sex has become the new cocaine - an addiction right up there with drugs, gambling and alcoholism.

Its latest member is apparently Tiger Woods.

Woods has reportedly entered a Mississippi rehab centre to seek treatment for sex addiction. News of the pro golfer's numerous alleged mistresses, which range from porn stars and escorts to waitresses and models, was unearthed in late November.

While it might make sense that sex could be addictive - it's fun, feels great and is a highly pleasurable escape from the daily grind - some experts are unconvinced of its legitimacy as a real disorder, viewing it as little more than a 'get out of jail' free card played by a cheating spouse who's gotten caught. In other words, sexual addiction is the hot trend du jour.

"I would say some people deal with Obsessive Compulsive Disorder, but is it an addiction? No," says Calgary-based human sexuality expert, Dr. Trina E. Read.

"There are people who wreck their lives and other peoples' lives, but in my experience, it's few and far between. I think it's a very topical thing. In five or 10 years, it won't be the flavour anymore. It will be replaced by the new thing. It sounds very sexy to say sex addiction."

In Woods' case, the repercussions have been steep, possibly causing irreparable damage to his marriage to Elin Nordegren, career and public image. The unsavory notoriety prompted a number of high-profile corporate partnerships to dump Woods quicker than a stripper ditching a customer after a lap dance.

"If Tiger Woods was a rock star, we wouldn't think twice about his conduct," says Read.

"But he was dishonest about who he is ... Is he addicted to sex? I'd say no, absolutely not. It's preposterous."

Skeptics of sexual addiction say it's irresponsible to compare an overindulgence in promiscuity to the devastation caused by substance abuse, noting it lacks the clinical definitions that qualify an addiction.

But can this really be just a case of libidos gone wild?

As always, there's another other side of the coin.

Similar to modern-day dependencies such as gaming, texting, shopping and hoarding - none of which are considered official disorders - there are those who claim sex addiction is an affliction as real as an alcoholic's need to grab another drink.

Surely its popularity among the celebrity set can't be denied.

Way back in the early '90s when actor Michael Douglas made headlines as a self-confessed sex addict, the term was still in its infancy. Many responded by asking, 'What the heck is that?' But since then, a number of famous names have come forward with tales of uncontrollable horniness, including David Duchovny, Russell Brand, Woody Harelson, Rob Lowe, Max Mosley and Lord Irvine Laidlaw.

The trend has even spawned a VH1 series called Sex Rehab with Dr. Drew, that's drawn the likes of professional surfer James Lovett; former beauty queen Kari Ann Peniche, and drummer Phil Varone. Both Oprah and Dr. Phil have both tackled the subject, and Sex and Love Addicts Anonymous clinics - similar to AA's 12-step program - are popping up all over.

Last year, experts converged at the Ontario Science Centre to explore addictions both new and old. The symposium tackled Internet, shopping, hoarding, food and sex addiction, behaviours all under review for possible inclusion in the 2012 edition of the Diagnostic and Statistical Manual of Mental Disorders, considered to be the bible for many psychiatrists.

Meanwhile, back on over to Woods. Since the scandal broke, his whereabouts have been largely a mystery. Even reports claiming he's tucked away at a treatment centre are speculative, but whether he is or isn't, suffice to say his marriage, persona and life on the green will never the same.

But it doesn't much matter how we characterize him - be it an out-of-control addict or just the latest celebrity face of bad-boy behaviour - it doesn't take an expert to recognize that he's probably in need of some serious help right about now. As it turns out, Tiger Woods is fallible and human after all. Who knew?

What is sex addiction?

According to leading expert Patrick Carnes, sex addiction can be defined as any "sexually-related, compulsive behaviour which interferes with normal living and causes severe stress on family, friends, loved ones, and one's work environment."

His website, sexhelp.com, includes an online sexual addiction screening test.

Signs of behavioral addictions:

- Inability to stop despite attempts

- Preoccupation with behaviour

- Restlessness

- Irritability

- Lying to cover up habit

Sex addict speaks out

In his autobiography entitled, My Booky Wook: A Memoir of Sex, Drugs, and Stand-Up, actor/comedian Russell Brand admits to having a large, uncontrollable carnal-driven appetite that led to numerous dalliances and almost ended his career.

"We all need something to help us unwind at the end of the day," Brand writes.

"You might have a glass of wine, or a joint, or a big, delicious blob of heroin to silence your silly brainbox of its witterings, but there has to be some form of punctuation or life just seems utterly relentless. And this is what sex provides for me - a breathing space, when you're outside of yourself and your own head."

Brand was named Shagger of the Year by The Sun in the UK. After claiming the title three years in a row, the British tabloid named the award after him.