Solent Coastguard says the man who died on the beach in West Sussex had been trying to rescue two children who had got into difficulties in the sea.
The incident happened on the West Wittering estate near Chichester at about 12.45pm yesterday. A Solent Coastguard spokesman said: "A man was pulled from the water on the
West Wittering estate after he had tried to help two children.
"Their mother was understandably upset that this man had had this accident when he tried to help them."
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Tuesday evening's weather for the east of the region
Tuesday evening's weather for the west of the region
Highways England thanked people for pointing it out. The A34 sign has now been removed.