Jordan North has faced criticism for wading into the Thames to save a dog as the RNLI issued a warning against pet owners from entering water to rescue their pets.

The I'm A Celeb star, 34, was running on the banks of the Thames near his West London home  on Monday when he spotted a Labrador struggling in the water.

A member of the public raised the alarm when they spotted a 'panicky' Jordan struggling near Hammersmith Bridge.

Bystanders helped out by shining phone torches on the star to help the lifeboat locate him and they quickly assisted him and the dog onto their boat. 

A lifeboat crew out on exercise nearby arrived on the scene three minutes later to find Jordan sitting on a nearby float lift with the dog.  

The lifeboat commander who rescued Jordan has since revealed they found him shivering in the cold after the DJ saved the dog from drowning.

Gavin Simmons explained that he manoeuvred the lifeboat alongside a floating pontoon where the Capital DJ was standing after he pulled the dog from the river.

‘He was just in shorts and T shirt and was obviously cold,' he said.

‘He had not gone completely into the water and was not submerged, but it had gone past his knees as he waded into the water.

‘I didn’t know who he was, but one of my crew recognised him and said "It’s that bloke off the radio."

‘We got him on the boat and checked him over. He was cold, but otherwise ok.’

Jordan was dropped off at Duckham’s Wharf near Hammersmith Bridge in West London, where he then went back to his nearby home.

The rescued Labrador named Creed has since been returned to two woman, who were in their 30s.  

A member of a local rowing club, who witnessed the RNLI rescue, said: 'They were happy to get their dog back. It was called Creed.

‘As soon as they got the dog they left. I don’t think they spoke to the man who went into rescue him’

The RNLI commander and his crew from Chiswick RNLI station were out on the Thames as part of a practice drill when they were alerted to a ‘person in the water.’

A member of the public had dialled 999 and called the coastguard with the emergency call routed to the Chiswick base.

‘We were very close by and got there quite quickly,’ said 47-year-old Gavin who has been in the RNLI for 23 years.

Gavin said many of the over 350 emergency call outs this year for the Chiswick station had been for people going into the water.

He has since warned dog owners who allow their pets to go into the Thames against attempting to retrieve them for their own safety.

‘People underestimate the current and get into trouble. If a dog is in the water the last thing any owner should do is go in themselves,' he said. 

'Often the dogs are able to get out on their own.'

The Chiswick RNLI station has ten full time staff and 70 volunteers who make sure it is open round the clock.