Last summer in Pembrokeshire alone, there were 43 reports of missing children received by the charity's lifeguards, and 526 across the UK.

Now, the RNLI and coastguard have teamed up to try and ease the problem by offering bright coloured wristbands for children to wear while at the beach.

Details of how to contact the coastguard are included on each wristband and parents can write down their own contact phone number. The wristbands are available for collection at any lifeguard beach unit.

Chris Rigby, RNLI area lifeguard supervisor in Pembrokeshire, advises all parents to be vigilant when heading to the beach this summer:

"Missing children is a common issue on our beaches. It is fairly easy to lose sight of your child, particularly on a busy day in the middle of the summer.

"The coastguard provide the RNLI with these identity wristbands which can help keep track of any children that beach users may come across without adult supervision.

"We advise that any parents using a lifeguarded beach should visit the RNLI lifeguard beach unit to collect the wristbands for their children."

Coastguards from Milford Haven, commented:"We work closely with the local RNLI lifeguards and RNLI volunteer lifeboat crews and missing children makes up a significant amount of our call outs, particularly during the peak summer weeks.

"Milford Haven Coastguard are supporting a wristband campaign again this year. This provides parents the peace of mind that if their children do go missing or get lost that a quick and happy resolve is possible if they know they are wearing one of these identity wristbands. The band is quick and easy to put on and readily available for collection from any lifeguard unit."

Pembrokeshire County Council currently funds the lifeguards, while the extensive training and equipment needed is provided by the RNLI.

To find your nearest lifeguarded beach, visit http://www.goodbeachguide.co.uk">www.goodbeachguide.co.uk The RNLI's guide to beach safety, On The Beach, is packed full of top tips on how to stay safe at the beach. It is available free-of-charge be emailing [email protected]">[email protected] or calling 0800 328 0600. For more beach safety information, visit http://www.rnli.org.uk/beachsafety">www.rnli.org.uk/beachsafety.