Abstract: A braking assist control device for a vehicle including a detector and a braking assist control device is provided. The braking assist control device includes an acquisition unit configured to acquire information on an ambient environment of an own vehicle from the detector, and a control unit configured to cause the braking assist device to perform intersection entry prevention assist in a case where it is determined, using the acquired information on the ambient environment, that the own vehicle is approaching an intersection and an own lane in which the own vehicle is traveling is a non-priority lane with respect to an intersecting lane.