A KEIGHLEY fire chief says messages about the importance of smoke alarms are still going unheeded.

Watch commander Ahsan Ali, of Keighley Fire Station, was speaking following a blaze in the Ingrow area of the town this afternoon.

Firefighters from Keighley, Bingley and Illingworth were called out to the basement fire at a terrace house in Barley Street, at 4.20pm.

They wore breathing apparatus and used a hose reel jet to tackle the blaze, which started in a washing machine.

Crews also used a special high-pressure fan to help clear the smoke.

Watch commander Ali said: "We keep reiterating the message about smoke alarms, but it seems to be falling on deaf ears.

"Smoke alarms alert you early when a fire breaks out – they can save lives and reduce the extent of damage caused.

"No alarms were fitted in this case.

"Fortunately the occupant smelled smoke and was able to get out safely, but the fire could have been detected much earlier."