The RNLI has launched a campaign encouraging beach users to 'respect the water'. Forty eight people have died on the coast of Norfolk, Suffolk and Essex in the past five years and the voluntary rescue service wants to halve that number.
Although many of those fatalities occurred away from the water, people falling off cliffs and piers for example, the RNLI are encouraging people to enjoy the beach but be aware of the unpredictable nature of the sea.
"People come from inland and they don't respect the water. There are simple rules to follow. If you want to go swimming you don't jump into deep, cold water because you get what we call cold water shock. That takes all your energy away and in minutes you are unable to keep yourself above water and you drown, unfortunately"