Fire chiefs are today warning smokers care indoors after the death of a pensioner.

Arthur Mann, 85, died after falling asleep while smoking in his ground floor flat in Surry Street, Shoreham.

It happened around 6pm yesterday - National No Smoking Day - and the flat quickly caught fire.

Despite the best efforts of a neighbour Mr Mann died before anyone could rescue him.

Fire and rescue crews were called to the same address on April 2, 2006 when it caught fire because of a discarded cigarette.

Firefighters from Shoreham said it is the third fatality in the area in the last 12 months caused by discarded cigarettes.

Gwen Thresh, of Wlimot Road, Shoreham died in March last year after falling asleep next to a discarded cigarette.

Michael Jacob, 68, of Cecil Norris House, Ravens Road, Shoreham, died on December 9, 2006 after discarding a cigarette.

Anthony Lovell, 44, who tried to rescue Mr Mann, said he had absolutely no chance of battling back the fierce flames.

He tried to drag Mr Mann out of his flat but was quickly beaten back.

Fire fighters yesterday commended him for his actions.

Mr Lovell said: "I couldn't believe the speed that it happened at. Seconds passed but I'd gone in and there was thick smoke but the fire had already taken hold. It was unbelievable.

"You always hear how quickly fires take hold but when you see it for yourself it's shocking."

Mr Mann was described as a "real gentleman" by neighbours.

He lived alone in the ground floor bedsit and before that live on a houseboat oppostie Surry Quay, Shoreham.

Mr Lovell said he saw Mr Mann attempting to douse the flames which had caught fire on and around him but said it was already too late.

Adur Deputy District Commander Roy Barraclough said Mr Mann's premises had been fitted with a smoke alarm after fire fighters were called to his flat last year.

Cdr Barraclough said: "There was very little we could do because of the very short time frame of the fire starting and him dying.

"People decide whether to smoke or not and we're realistic enough to know people will do so but smoking is the single biggest single cause of fires in the home.

"In that respect we would urge people to take sensible precautions and be very sensible with those sort of materials.

"400 people lose their lives every year across the Uk because of smoking related fires.

"It is tragic and rather ironic that this happened on national no smoking day."