Firefighters have issued safety advice after scared residents fled their flats and were heard shouting for help when a home in a tower block caught fire last night.

The crews managed to confine the flames to the kitchen area of the ground floor flat which was badly damaged by fire.

One person who left the flat before the firefighters arrived was treated at the scene for smoke inhalation by the London Ambulance Service.

Smoke filled the staircases and communal areas before firefighters arrived at the 13 storey block of flats Pierrepoint, in Ross Road, South Norwood.

Ten people left the building before firefighters arrived just before 10pm yesterday.

Others were standing by the windows in the upper floors calling for help.

Crew Manager Michael Andrews, who was at the scene, said: "Firefighters had to calm these people down and urge them to stay inside their flats which, unless the heat or smoke is directly affecting you, is the safest thing to do if the fire is elsewhere in the block.

"Purpose-built flats are designed to give you protection from fire for between 30 and 60 minutes.

"If you leave your flat you could be rushing into choking smoke, the fire itself or firefighters using equipment to bring the fire under control in another part of the building."

"The flat where the fire began did not have a smoke alarm.

"It is vital that you have a smoke alarm fitted on every level of your home and you should test them regularly, as they can buy you vital seconds to escape in the event of a fire."

Go to www.knowtheplan.co.uk for more details about fire safety in high rise buildings.