A great white shark allegedly seen off the coast of Britain has turned out to be a great white lie.

Nightclub bouncer Kevin Keeble this week admitted that frightening photos he claimed were taken near Cornwall were snapped on a fishing trip off the coast of South Africa.

"I sent (the photos) in as a joke. I didn't expect anyone to be daft enough to take it seriously," he said.

The photos, which made headlines around the world, have been blamed for potentially damaging Cornwall's economy.

Newquay Chamber of Commerce chairwoman Lorraine Harrison said there were people gullible enough to be scared away from the region by the hoax.