Despite repeated and very clear advice, beachgoers are still ignoring safety warning and putting their lives at risk along the coast.

West Bay Coastguard Rescue Team was called to East Cliff in West Bay yesterday following a call from Solent Coastguard NMOC (National Maritime Operations Centre) and RNLI lifeguards.

Shockingly, 20-30 people were reportedly putting themselves at risk under the cliffs.

The incident comes as Dorset county Council issue a warning to people to stay safe at the coast - after a nine-year-old girl was killed in a rock fall in Staithes. The girl has been named as Harriet Forster, from Oxford, who was visiting the Yorkshire town with her family.

In 2012 holidaymaker Charlotte Blackman, from Heanor, Derbyshire, was killed by a rockfall at Hive Beach, Burton Bradstock - where coastguards continue to give safety advice.

On Wednesday, three rescue officers from the West Bay team quickly responded to reports of a number of people in potential danger and headed for East Pier to meet lifeguards.

On arrival, they found a large proportion of the public had moved to areas of safety, but there was still a number of families who had set up for the day under the cliffs - as well as another group hammering away at the cliff face looking for fossils.

Officers relocated to the East Beach car park and patrolled on foot under East Cliff, giving safety advice to all of those at risk.

As the general area was busy, officers then returned to their vehicle and headed for Hive Beach to conduct a similar foot patrol.

Again, a number of people had set up for the day directly under the cliffs and appropriate safety advice was given.

Due to the recent hot weather combined with short sharp periods of heavy rain, multiple cliffs falls have been reported around the country, most notably on the south coast, Norfolk, Wales and Yorkshire.

‘Use common sense’

A spokesman for the coastguard rescue team said: "All of the people we spoke to were very receptive, thankful for the advice and subsequently moved to safer areas, but we again ask people to please pay attention to all of the local warning signs, use good judgement and keep your families safe this summer.

"Please stay safe on the coast this summer, but if you find yourself in difficulty or if you are concerned for others, do not hesitate - dial 999 and ask for the coastguard."

Ken Buchan, Dorset County Council’s coast and countryside service manager added: “The Jurassic Coast is a wonderful place to visit, but it's important to use common sense and caution – stay away from the edge and base of cliffs and always pay attention to warning signs and safety messages.”

Advice includes:

* Stay away from the edge of the cliff top - admire the view from a safe distance

* Stay away from the base of cliffs: rock falls and landslides can happen at any time. If you are under a rock fall, the likelihood is you will die

* Pay attention to warning signs – they are there for your safety

* Check tide times before you set off to avoid being cut off by incoming tides

* Be aware of mud flows extending across the beaches – don’t get stuck

* Keep dogs on leads near the cliff edge