EXPERTS are urging people to stay safe on the Jurassic Coast after a warning sign was blocked - labelled as "unbelievably irresponsible behaviour."

The latest reminder comes after a large rock fall between West Bay and Freshwater last week. The Jurassic Coast World Heritage team is hopeful people will not ignore warnings as beaches become busier over the summer holidays.

The day after the latest rock fall at East Beach, visitors were pictured sitting under the cliffs next to warning signs urging people to stay away - while a tent was pitched next to an RNLI warning sign, obscuring the message from view.

Sam Rose, World Heritage Site manager for the Jurassic Coast team, said: "People see the warning signs but people think they will be fine.

"Some rock falls are larger and some will be kept within a relatively small area on the beach, but there is no way to tell. Sometimes, falls occur after periods of extreme weather or very dry weather - but they can still hit at any time without warning - a bit like earthquakes in an earthquake zone.

"It looks as if someone has pitched their tent in front of an important warning sign. This is unbelievably irresponsible behaviour. Please do not hide the warnings and pay attention to them."

Dr Rose added that evidence suggests there was a period of around 80 years of inactivity at East Beach, before several rock falls have occurred over the last couple of years.

"There is nothing very new to say," he added. "Like we see at Hive Beach and Freshwater Beach, it can happen at any time.

"I do walk between West Bay and Freshwater but I would not take my kids between Freshwater and Hive Beach because there is more consistent activity.

"The councils are now working together to resolve inconsistencies with signage about walking dogs under cliffs, but safety warning supersede any other signs."

The coastguard was alerted to the most recent rock fall on Friday morning by Dorset County Council. It is thought the material fell from the face of the cliff, rather than from the top.

Sam Scriven, earth science manager for the Jurassic Coast World Heritage team, said: “Dorset County Council, West Dorset District Council, Bridport Town Council, the Jurassic Coast team, coastguard and others have been working together to monitor the cliff.

"Warning signs are in place in the area for the public’s safety.

“As ever, keep your wits about you, whether you are out walking, fossil hunting, having a picnic or taking selfies. It is easy to enjoy the Jurassic Coast without putting yourself or others at risk.

“Always stay away from top and bottom of cliffs. Landslides and rock falls can, and do, happen anytime. Never ignore a warning sign – they are there for your safety.”