A vehicle approach informing device includes: an informing sound output unit to output informing sound for informing to a pedestrian outside a vehicle that the vehicle is approaching when a predetermined condition is satisfied; a sound volume control unit to control the volume of the informing sound outputted by the informing sound output unit; and a shield detection unit to detect a shield present on any side ahead in a running direction of the vehicle. When a shield is detected by the shield detection unit, the sound volume control unit reduces the volume of the informing sound which is outputted by the informing sound output unit.