The beach was home to Bilbo, the first ever UK canine lifeguard. The Newfoundland first started working on the beach in 2005, but the dog was suspended from service on the beach when the lifeguards were taken over by the RNLI in early 2008 (see below), because Bilbo was not being allowed to walk on the sand (the beach is strictly dog free in the summer), and the new RNLI regulation that restricts the carrying of more than one person (or dog) on the beach's quad bike. During the three years he was in service (2005–2007), he raised many tourists' awareness of the dangers of swimming outside the designated zones controlled by the lifeguards, led by the 'Bilbo Says' campaign. Since the restriction of just 4 hours a week in 2008, there has been a public cry for Bilbo's reinstatement. A number of petitions have been posted online, and a paper petition has been created inside the Old Success Inn, Sennen Cove.