Thirty-three people at an Auckland beach were in need of assistance from lifeguards on Wednesday alone, prompting urgent safety calls from Surf Lifesaving NZ.

The retrievals, made at Bethells Beach included children - most of whom had lost their footing and were being swept away by strong currents.

Other beaches around the Northern Region also embarked on “time-consuming searches” for missing children, according to Surf Lifesaving, including at Waipū Cove and Ōrewa.

As a result, Surf Lifesaving chief executive, Matt Williams has issued an “urgent” plea to parents to closely supervise their kids both in the water and on the beach.

He said watching your kids from the shore “simply isn’t enough”.

Surf Lifesaving chief executive Matt Williams has issued an “urgent” plea to parents to closely supervise their kids both in the water and on the beach. Photo / Supplied

“Please don’t overestimate your ability or your children’s ability to cope in the conditions,” Williams said in a statement.

“They should be within an arm’s reach. Our tamariki are particularly susceptible to strong currents, and with all the water we have seen moving about they can quickly be swept away.”

Among Wednesday’s rescue efforts was an extensive search for a seven-year-old boy on Waipū Cove, who had gone for a run on the beach to warm up.

Police were en route when the child was eventually found, three kilometres down the beach.

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Williams noted beaches are extremely dangerous with king tides and large swells, which are already stretching lifeguard services across the country.

“Always swim between the flags, and educate your children about the importance of swimming between the flags. It’s up to all of us to lead by example,” he said.

“It is all the more important for parents and caregivers to play their part.”

One person was in need of rescue on Wednesday, while three people were in need of major first aid in the Northern region.

Williams noted king tides and large swells are already stretching lifeguard services across the country. Photo / Alex Burton

Surf Lifesaving’s advice to stay safe while enjoying the summer spray

• Choose a surf lifeguard patrolled beach and swim between the flags
• Read and understand the safety signs – ask a surf lifeguard for advice as conditions can change regularly
• Don’t overestimate your ability or your children’s ability to cope in the conditions
• Always keep a close eye on very young children in or near the water – always keep them within arm’s reach
• Get a friend to swim with you – never swim or surf alone
• Watch out for rip currents, they can carry you away from shore. If caught in a rip current remember the 3Rs: *Relax and float, *Raise your hand and *Ride the rip
• Be smart around rocks: When fishing never turn your back towards the sea and always wear a lifejacket
• If in doubt, stay out!
• If you see someone in trouble, call 111 and ask for the Police
• Be sun smart – slip, slop, slap and wrap to protect your skin and eyes from the sun’s damaging rays.