HM Coastguard were alerted to the incident at around 14:30, according to a spokesperson from the Maritime and Coastguard Agency.
3 Coastguard officers have been lowered over the cliff edge whilst colleagues conduct visual checks from the cliff tops in the immediate area.
The dog – understood to be similar to a whippet – has not yet been spotted.
UPDATE @ 16:31 – The search for the dog – which is said to have been missing for several days – continues under the strong afternoon sun.
Coastguard officers are expected to search East along the beach towards Rocken End in their bid to safely locate the missing family pet.
UPDATE @ 17:20 – The search for the missing dog has been called off. Unfortunately, no trace of ‘Banjo’ has been discovered.
UPDATE TUESDAY – Amazingly, missing dog ‘Banjo’ has been found safe and well in a gully at Blackgang.
HM Coastguard were called back to the scene shortly before 09:50 this morning after the dog was heard by members of the public several times.
RSPCA officers are checking the welfare of the dog, who has been roaming the South Wight for at least 2 days.