This Morning presenter Alison Hammond ignored heatwave warnings today by plunging into the sea in France despite a spate of cold water shock deaths.
The telly star, 44, was hosting a segment from the Cote D'Azur when she disregarded weather warnings which urge overheated swimmers not to risk going in.
She was broadcasting live from the beach telling viewers about one of the show's competitions.
After finishing her piece, she then threw herself into the sea and was heard screeching and shouting off camera.
The controversial stunt follows a number of deaths on beaches in the south of France as a sweltering heatwave grips Europe.
Three people reportedly died on beaches across the country due to cold water shock.
The continent is experiencing a heatwave that has sent temperatures soaring to dangerous levels.
A 70-year-old man reportedly suffered a cardiac arrest in calm water, while a 62-year-old woman and another man, aged 75, died in similar circumstances, according to French news outlet LCI .
Cold-water shock is the first stage of sudden immersion into water, usually with a temperature below 15C, and can instantly affect breathing and movement - even among strong and confident swimmers.
French firefighters are warning people not to swim in too water that is too cold during the hot weather and swimmers are being advised to enter the water gradually.
Meteorologists have placed more than half of France on alert, with charity organisations patrolling the streets of Paris to provide water to homeless people.
Experts have warned the hot weather, caused by hot air moving across from Africa, is potentially deadly and have urged people to stay indoors, keep cool and stay hydrated.
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