A search operation on the Greek island of Symi is currently underway for TV doctor Michael Mosley.
The 67-year-old reportedly went missing while on a coastal walk on the popular holiday island.
In a local Facebook group, an appeal alongside a photo of the medical expert read: "A search and rescue team is coming from Athens with drones and other more sophisticated equipment to extend the search.
"They are expected to arrive by about 1 pm. Have you seen this man?
"He set off to walk back from St Nick's at about 13.30 and failed to make it home. His friends are concerned as it is 6 hours since they last saw him.
"His name is Dr Mike Mosley and he is a familiar face for many British people."
Michael Mosley
PA
According to the Daily Mail, police are leading the investigation, which indicates they believe he has gone missing on the land.
However, they are being assisted by the coastguard.
Police in the Athens headquarters also said they were aware and are "actively pursuing the case".
Mosley is best known to TV audiences in the UK for his work on ITV's This Morning as well as the BBC's The One Show.
Dr Michael Mosley has offered his expertise on a number of British TV shows
ITV
He also is the star of the Just One Thing health podcast on the BBC.
Senior Police Spokesman Constantina Dimoglidou said regarding Mosley's disappearance, according to the Daily Mail: "He was at the beach of Ag. Nikolas with another couple when he decided to go back to his home in the area of Pedi of Symi.
"It was around 1.30pm and he forgot his phone at the beach. Any and every attempt to track him down has not produced any result.
"We have now asked the fire brigade to assist in the operation in the case that he may have slipped, tripped, fallen, even bitten by a snake, remaining injured somewhere.
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"There is just no trace of him. None whatsoever and that means that for us at least, every potential scenario is open and being investigated."
Mosley was enjoying downtime on the Greek island just days after he and his wife had been touring the UK.
Together, the 5:2 diet pioneer and his other half had been entertaining audiences with the Eat well, sleep better, live longer show.
