A CAMPAIGN has been launched to remind people to stay safe when visiting the white chalk cliffs of Beachy Head.

Warning posters have already appeared on bus routes, visitor car parks, tourist information centres, community notice boards and language schools.

Businesses are also being encouraged to put the posters in their shops.

The initiative, #BeCliffAware, is run jointly by organisations including the Coastguard, Eastbourne Borough Council, Lewes District Council, Sussex Wildlife Trust, East Sussex County Council and Seaford Town Council.

It has been launched in time for summer when many visitors visit Beachy Head for its scenic views.

Many are also eager to take photographs of the cliffs and Matt Pavitt, spokesman for HM Coastguard, called for common sense.

He said: “Sea cliffs are constantly changing and the soft chalk rock here breaks easily.

“Cliff falls can occur at any time and can be significant, such as the 50,000 tonnes of rock which fell on to the beach at Seaford Head last summer.

“We’re reminding everyone to stay safe. Warning signs are there for a reason.

“Keep away from the cliff edge and the base of cliffs when on the beach.

“Don’t risk going to the edge to take a selfie – no photograph is worth risking your life for.

“If you see anyone in danger, or witness someone who has fallen, call 999 immediately and ask for the Coastguard.

“Do not attempt to rescue them.”

This comes after a man and woman were photographed earlier this month standing at the edge of the 530ft cliff while busily taking pictures.

The adults had their backs to one child, while another youngster was being held loosely by the woman.

The photograph sparked fury on social media where readers commented the adults were careless and irresponsible.

Readers took to The Argus Facebook page to vent their anger.

Kirsty Marie Williams wrote: “What is wrong with some people.

“What if that little girl just ran off, then they would be sorry and wish they hadn’t gone there.

“Prevent accidents by not putting yourself and children in situations to cause them.”

Bev Powell commented: “I would never let my children hang over the rails in a shopping mall, let alone cliffs.”

On April 19, The Argus reported a woman balancing on a wall just inches from the cliff edge as she was being photographed by her friend.