An apparatus for preventing water pollution of a river is provided to economically prevent water pollution by improving the quality of water in an environment-friendly method by using self-purification. A water storage element(20) is installed at a predetermined point of a river(10) for collecting water flowing from an upper point than the point. An intake device(30) pumps out water collected in the water storage element. A water transfer line(40) transfers water pumped out by the intake device to a relatively upper point than the predetermined point of the river.
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