Provided is a notification control apparatus for a vehicle configured to determine, based on surrounding information and an operation state of an operation unit, whether there exists a possibility that an own vehicle turns toward a specific direction while an oncoming vehicle is approaching, to determine, when affirmative determination is made, based on vehicle information including at least one of a steering input value or presence/absence of a brake operation and a vehicle speed, whether a possibility that the own vehicle completes crossing of an opposing lane or an intersection after elapse of a reference period is high, and when affirmative determination is made, to execute the notification control when a virtual passing period required for the own vehicle to virtually pass the oncoming vehicle is a lower limit period or longer and an upper limit period or shorter, the upper limit period being the reference period or shorter.