It was initially thought to have plunged into the sea, prompting the RNLI to dispatch three lifeboats, but these were later recalled.
It is unknown how many people were on board at the time of the incident, but the similar Black Hawk helicopter is able to carry up to six persons.
A Norfolk police spokesman said in a statement on Tuesday night: 'Police are currently dealing with a single helicopter crash in the Cley area on the north Norfolk coast.
'There are believed to be four dead.
'Officers are on the scene, with a 400 metre area cordoned off. More details to follow.'
The Ministry of Defence said it was investigating the reports but had no details of what had happened.
The fire service had earlier said they were called to reports of an aircraft crash in the nearby village of Salthouse but said it was a false alarm.
Some residents told the Eastern Daily Press they had heard F-15 aircraft searching the area overhead, and helicopters were circling over the area last night. However no ambulances were reportedly present at the scene.
Cley artist Rachel Lockwood, from the village's Pinkfoot Gallery, told the newspaper: 'We had never seen so many police cars and fire engines so went to have a look.
'Someone said it was a helicopter down, and a coastguard told us to clear the area, saying something about ammunition.
'If it is down on the marsh it might be difficult to find because of the flooding after the sea surge.'
More to follow
Posted by Unknown on Tuesday, January 7, 2014 - Rating: 4.5
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