An automotive passenger restraint and protection apparatus for an automotive vehicle, having a seatbelt, for restraining an occupant of the automotive vehicle by the seatbelt to protect the occupant, including a danger degree determining device which determines a degree of danger of collision of the automotive vehicle, a danger predicting device which predicts a possibility of collision of the automotive vehicle, from the degree of danger determined by the danger degree determining device, a collision danger signal generating device which generates a collision danger signal when the possibility of collision is predicted by the danger predicting device, a driving device responsive to the collision danger signal, for carrying out alternate retraction and protraction of the seatbelt, a deceleration detecting device which detects deceleration of the automotive vehicle, and a seatbelt driving control device which controls the driving device so as to continue the alternate retraction and protraction of the seatbelt without stopping after the collision danger signal ceases to be generated and until the deceleration of the automotive vehicle detected by the deceleration detecting device exceeds a predetermined value.