A major search mission has been launched to find a man who was seen entering the sea.
The coastguard's search and rescue helicopter and lifeboats from Blackpool and Lytham RNLI have been called out to the incident.
A fixed wing aircraft has also been called out to help with the search which began at around 10am today.
Paramedics and police are also on the promenade, Lancs Live reports
The Coastguard said in a statement: "HM Coastguard was alerted by a 999 call reporting that a man had been seen entering the sea near the North Pier, Blackpool.
"A search has been underway since 10am on Saturday morning involving RNLI lifeboats, Blackpool Coastguard Rescue Team and the Coastguard rescue helicopter based at Caernarfon.
"A Coastguard fixed wing aircraft is also involved in the search. Nothing has been found as yet."
A witness told Lancs Live: "Watched all the Lifeboat staff racing to the station earlier and then the bigger boat on its way from St Annes.
"Stopped on the way home to look and it’s a major search and rescue It really opens your eyes watching them frantically searching.
"Hats off to these guys who risk their lives day in day out. The sea is very very rough today.”