As the number of fur seals coming ashore rises in Northland, the Department of Conservation is urging motorists to take special care when driving on the beach to avoid running them over.
DoC Kauri Coast Operations manager Stephen Soole said at least one fur seal pup has died this season on Northland's Ripiro coastline as a result of being hit by a vehicle.
From July to September each year there's an influx in adolescent seals appearing on the coast and further inland.
"When on the beach, people should keep an eye out for seals at all times, but particularly this time of the year when young pups are being weaned and adult seals are seen on the beach more often than at other times of the year.
"Normal road rules and speed limits apply at all times when driving on the beach," Soole said.