A trough running from Shark Alley past Papamoa has created difficult and dangerous conditions for swimmers.
Leigh Sefton, Eastern Region lifesaving and education manager, said the trough had created difficulties at low tide and meant along that strip of coastline, conditions could change quickly.
He urged swimmers to stick to areas patrolled by surf lifesavers as the regional lifeguards and volunteers were aware of the conditions and were patrolling accordingly.
"The rips are moving around. One minute an area can be safe and the next there can be a raging rip.
"We've seen the trough before but it's never been as wide as this. Our guards are all trained for this. It just means they have to work a bit harder."