The coastguard, ambulance service, fire crews and police have all rushed to the scene to find the boy

An urgent search has been launched for a boy who went missing off the Yorkshire coast.

Humberside Police said it was called to Hornsea at around 6pm on Tuesday evening after reports a 13-year-old had got into difficulty while swimming.

The force, along with the coastguard, ambulance service and fire crews, rushed to the South Promenade to search for the teenager.

Chief Superintendent Phil Booker said the services were "immediately deployed" to the scene.

"After receiving the report, officers were immediately deployed alongside other emergency services and upon attending, it was discovered that a 13-year-old boy had reportedly got into difficulty whilst swimming in the water," he said.

"Our priority now is to find the boy, and members of the public can expect to see specialist Police Search Advisors (POLSA), along with our Marine Unit and drone pilots, who have also been deployed to conduct an extensive search and rescue operation to locate him."

Footage from the scene showed a lifeboat at sea and an HM Coastguard helicopter circling above.

Police cordons have been placed throughout the coast, with members of the public gathering by the beach to watch the search.

In a statement, HM Coastguard said crews from Bridlington, Hornsea and Withernsea were all involved in the hunt.

Mr Booker also urged people to avoid the area where possible and to refrain from speculating on the circumstance of the incident.

The scene has been described as "subdued", with emergency services peppered along the sea wall "as far as the eye can see", according to the BBC.

Those who have information that may assist the search have been urged to speak to Humberside Police in Hornsea or contact 101, quoting log 415 of August 4.

LATEST AMID THE HEATWAVE:

The search for the missing boy comes amid a record fourth heatwave.

On Monday, a 14-year-old boy in east London drowned after entering the Millwall Outer Dock near East Ferry Road on the Isle of Dogs, the Metropolitan Police said.

The force said despite the efforts of emergency services, the boy was retrieved from the river at 10.30pm and pronounced dead.

The Met has now warned families that open water can pose a serious danger to families.

"Please only swim in designated areas and take the time to speak with children and young people about staying safe around water," Detective Superintendent Oliver Richter said.

The Royal Life Saving Society previously urged for everyone to "stop and think" before getting in the water this summer.

At least 39 deaths have been reported this summer from open-water incidents this summer alone.

The National Water Safety Forum said there were 202-water related fatalities across the whole of last year in Britain.