Officers were called at 1.34pm this afternoon to reports that a car had gone over the cliff and onto the rocks below.
A multi-agency operation was launched with North Yorkshire Coastguard, Fire and Rescue, RNLI, Yorkshire Ambulance Service and North Yorkshire Police. The air ambulance was also called.
In an update at 6pm, it was confirmed that one man had died following the cliff fall; he was the only passenger in the car.
Signs at the top of Filey Cliff, near Blue Dolphin Holiday Park, warning the public of the dangers of the cliffs.
The man’s family has been notified, but his identity has not been publicly released.
Police investigators will remain at the scene to examine the area and establish what caused the car to go over the cliff, as well as arrange for the vehicle to be recovered from the base of the cliffs.