A driving assistance apparatus includes a sign recognizing unit and a notification executing unit. The sign recognizing unit recognizes a traffic sign from an image captured by an on-board imaging apparatus. The notification executing unit notifies a driver of sign information that is information indicated by the traffic sign recognized by the sign recognizing unit. Based on a vehicle speed of the own vehicle and operating information of a turn indicator of the own vehicle under a condition that the driver is being notified of the sign information, the notification executing unit stops notifying the driver of the sign information.