Aposematism is the advertising by an animal to potential predators that it is not worth attacking or eating. This unprofitability may consist of any defenses which make the prey difficult to kill and eat, such as toxicity, venom, foul taste or smell, sharp spines, or aggressive nature. These advertising signals may take the form of conspicuous coloration, sounds, odours, or other perceivable characteristics. Aposematic signals are beneficial for both predator and prey, since both avoid potential harm.

The term was coined in 1877 by Edward Bagnall Poulton for Alfred Russel Wallace's concept of warning coloration. Aposematism is exploited in Müllerian mimicry, where species with strong defences evolve to resemble one another. By mimicking similarly coloured species, the warning signal to predators is shared, causing them to learn more quickly at less of a cost.

A genuine aposematic signal that a species actually possesses chemical or physical defences is not the only way to deter predators. In Batesian mimicry, a mimicking species resembles an aposematic model closely enough to share the protection, while many species have bluffing deimatic displays which may startle a predator long enough to enable an otherwise undefended prey to escape.

There is good evidence for aposematism in terrestrial animals; its existence in marine animals is possible but disputed.