Forty-three women and girls are believed to have travelled to Syria from Britain in the last year, police have revealed.

They have been reported missing by their families to forces around the country in the 12 months from July 2014.

The women and girls are "all feared to have travelled to Syria, putting them in serious danger and leaving their families devastated", Scotland Yard said.

It indicates that females are fleeing at a rate of almost one a week.

Police disclosed the figures as they launched a radio advertising campaign to encourage mothers to talk to their daughters about the dangers of making the journey.

Deputy Assistant Commissioner Helen Ball said: "Syria is an extremely dangerous place - the reality of life there is far from the image that terrorist groups actively promote to young women here in the UK.

"Families and communities are terrified that their daughters may be lured into travelling there.

"In some cases the appeal for women and girls may be a belief that their life will hold more meaning if they travel; it may be a misplaced sense of 'glamour' of marrying a fighter; or perceived difficulty as to how to reconcile their religion with modern life so that they feel compelled to follow, as they may see it, their religious obligation by joining other women in Syria.

"Stories of families who have suffered the devastating consequences of loved ones travelling to Syria are sadly becoming more common.

"These are young women who are highly unlikely ever to have the option of returning home.

"Our radio campaign has a clear message - we are urging mothers to talk to their daughters and, if they have any concerns at all, to have the confidence to come forward to talk to police and our partners at the earliest opportunity so that we can intervene and help."

Police and security services believe at least 700 extremists have travelled to Syria, with around half thought to have returned to the UK.

A number of cases have emerged in which women and children are feared to have gone to the country.

Most recently police confirmed they were investigating the disappearance of a family of 12 from Luton including four women and three children.

The radio adverts will mainly feature on ethnic minority stations around the country for two weeks.

They encourage mothers to have open discussions with their daughters about issues such as travelling to Syria and the content they are viewing online, police said.