A lane deviation prevention control apparatus of a vehicle calculates a lane width direction vehicle lateral position and a yaw angle of the vehicle with respect to a lane, calculates, on the basis of the lane width direction vehicle lateral position, the yaw angle, and vehicle speed, a lane deviation predicted time in which the vehicle deviates from the lane, calculates, on the basis of the yaw angle and the lane deviation predicted time, a target yaw moment applied to the vehicle for preventing deviation from the lane, observes a change rate of the target yaw moment, and, when the change rate of the target yaw moment is equal to or larger than a threshold set in advance, limits the change rate of the target yaw moment to be equal to or smaller than a change rate limit value variably set according to at least traveling road information.