In an alert control apparatus mounted in a vehicle, when collision avoidance control is being performed to automatically activate brakes of the vehicle to avoid collision with a forward object, an alert determiner determines whether or not a predefined alert condition for determining that the collision with the forward object cannot be avoided is met, based on a distance to the forward object and a stopping distance. The stopping distance is a distance the vehicle travels until the vehicle stops moving and is calculated based on the traveling speed of the vehicle and a collision avoidance deceleration at which the traveling speed is decreased under the collision avoidance control. An alert controller, if the alert condition is met, activates at least one alerting device to alert surroundings of the vehicle, and if the alert condition is not met, inhibits operation of the at least one alerting device.