Floating saved seven people from drowning last year, according to the Royal National Lifeboat Institution - which is calling for people to adopt the technique if they find themselves struggling in cold water.

The charity advocated the survival tactic last summer, and it appears to have been successful, with seven people claiming it helped save their lives when they got into trouble in the water.

The news comes as the RNLI releases its latest figures for coastal fatalities, showing that 18 people lost their lives in the waters off the southwest coast in 2017 - a steep drop from 33 deaths in 2016. The figures also show that all of last year's fatalities were men, and that more than half had not intended to enter the water.

The RNLI's prevention campaign Respect the Water is now in its fifth year, and the charity is reiterating its call for anyone who finds themselves in trouble in cold water to stay calm and float, rather than thrashing around or attempting to swim to safety.

Steve Instance from the charity said he was 'encouraged' by the fall in fatalities in the southwest.

"Losing someone to drowning is a shattering experience, so I am very pleased several people said the RNLI’s Respect the Water ‘float’ advice helped them survive in a dangerous situation in the water last year," Mr Instance said.

"It’s vital that we all keep sharing lifesaving advice to ensure last year’s reduction becomes part of a long-term downward trend in coastal fatalities. One drowning is one too many."

Mike Tipton MBE, a University of Portsmouth expert in cold water shock, explained that instinctive human reactions to immersion in cold water -such panic and thrashing around - could lead to fatal inhalation of cold water.

"Although it’s counter intuitive, the best immediate course of action is to fight your instinct and float on your back," Professor Tipton said. "Once you’ve gained control of your breathing you can swim to safety, call for help, or continue to float until help arrives.

"Floating is not always something people are confident they can do, but most people can. The recommended floating position to keep your airway clear is to lean back, extend your arms and legs, and keep movement to a minimum, as air trapped in your clothing will help you float. If needed, gently sculling your hands and feet can help you stay afloat; I’d advise everyone to practice in a controlled environment like a swimming pool.

"Doing this will give you a much better chance of surviving."

For those planning to go into the water, the RNLI advises choosing a lifeguarded beach and swimming between the red and yellow flags – the area most closely monitored by the lifeguards.

If you see someone else in danger in the water at the coast, fight your instinct to go in and try to rescue them yourself; instead call 999 or 112 and ask for the Coastguard.