Bathers at the seaside resort of Bibione, near Venice, can ring a helpline called Mi Fido di Te - the Italian for "I trust you" - and volunteers equipped with oxygen, dressing kits and a microchip reader will tend to the dog.
Local authorities have said it is most common to see dogs suffering from sunstroke or dehydration, or who injure themselves while playing on the sand. In serious cases, pets can be stretchered from the beach to a veterinary clinic.
The service is free, but the volunteers accept donations to help cover costs. Bibione resort already has a range of canine facilities, including showers, beds and leashes, as well as Pluto Beach, which is especially for dogs.
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