The traditional Christmas Day swim in the sea is cancelled over health and safety fears.
Brighton and Hove City Council is closing parts of the beach to deter people taking part in the annual dip on December 25.
Health and safety chiefs fear a repeat incident of a swimmer who needed to be rescued after getting into difficulty while swimming near the pier in October - and the death of a Hastings woman who died during a Christmas Day dip in 2012.
The decision was made after council officials met with members of Brighton Swimming Club - the group that has been behind the swim for decades.
Margaret Tuppen, president of the swimming club, said: “It is a shame to break tradition and I do moan about health and safety sometimes, but the conclusion of the meeting was that it can be quite dangerous - especially when drink is involved.
“If it means a tragedy is prevented then we support the decision.”
The council closed the same parts of the beach last year - but it did not stop people taking to the water at other areas of the seafront.
Ms Tuppen said: “The people that went in weren't part of the swimming club. If anyone's thinking about doing it this year, I'd warn them about the dangers. They won't be used to the water temperature and if there's alcohol involved they could get into difficulty.”
Roger Cohen, Brighton RNLI lifeboat operations manager, said the RNLI did not condone cold water swimming mixed with alcohol consumption but his team would be at hand to respond to any incidents.
He added: “We'll always be on hand to respond to any calls, but I hope there are none.”
Seafront Manager Chris Ingall gave advice for people using the beach during the coming weeks. He said: “The continuing mild weather has meant the seafront has been much busier than in previous autumns. It's been great to see so many people enjoying a stroll on the promenade and its good news for seafront businesses, but we would ask people to stay on the path or high up on the beach, especially when the sea conditions are rough.
“Please keep a close eye on children and hold their hand when on the beach. Do not allow children to play 'chicken' with the surf washing up the beach - we see this regularly on big winter surf days and this is precisely how people become washed out to sea. Parents need to take greater responsibility and keep little ones close at all times when visiting the beach.”
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