Coastguard officials have criticised a Northumberland man who had to be rescued after diving into the sea to retrieve a fishing rod.
A lifeboat was scrambled after the angler got into difficulty in the water off Amble south jetty late on Thursday.
He was eventually pulled to safety by two friends after he had been in the water for almost 20 minutes.
He was taken by ambulance to Wansbeck Hospital in Ashington suffering from severe hypothermia.
A spokesman for Humber Coastguard said no equipment was worth risking a life for.
The spokesman said: "The man had been shore angling and lost his fishing rod and after going to retrieve it had been in the water for 20 minutes.
"Eventually, two of his friends managed to pull him from the water, and he was brought ashore and checked over by the ambulance crew.
"This incident could have quite easily had a very different ending had this man's two friends not been able to pull him from the water.
"No equipment, no matter how expensive, is worth going into the water for, and we advise members of the public not to risk their lives trying to do so."