91% of those who die around the coast are men, according to the RNLI

The RNLI has issued fresh warnings on the dangers of swimming in the sea. Credit: ITV West Country

109 people died around the UK coast last year. 91% of those were men, according to the RNLI.

The charity is warning people about the dangers of swimming in the sea at one of their busiest times of the year.

They are urging men to share their advice in the hope that lives can be saved.

The charity say that if you fall into the water, you must 'fight your instinct to swim, pause, and float on your back until you are able to catch your breath. Doing so may save your life.'

This is because the temperature of British waters is low enough to cause cold water shock. This causes you to gasp and breathe in water, which can lead to drowning.

The charity's campaign urges anyone in danger to float in the water and fight the instinct to swim. Credit: RNLI

The charity's 'Respect the Water' campaign provides potentially life-saving advice to those swimming in the sea this summer.

In the West Country alone, 19 people have died around the coast in the last 5 years.

Their #FloatToLive message outlines five simple steps to floating in the water: