A man has died after chasing his two dogs into the sea at Blackpool promenade.
The man was rescued from the sea by the Lytham Coastguard team and rushed by ambulance to Blackpool Victoria hospital where he later died.
Paul Parkes, Liverpool Coastguard Watch Manager, said: "Sadly despite the strenuous efforts of the paramedics at the scene, the man was pronounced dead at the hospital.
"We extend our deepest condolences to the family of the local man who must be deeply shocked at this tragic turn of events.
"We have to reiterate, once again, as we have seen this evening, that the sea can be a killer. Going into the sea after pets who have run in to the surf is not a task anyone should perform even on the warmest day.
"Cold shock can overcome even the fittest of people very quickly and the sea can quickly overcome the strongest of swimmers. The only course of action in those circumstances is to ring the Coastguard by dialling 999. Do not put yourself in danger and become a statistic."
One of the dogs was rescued while the other perished in the sea.