Abstract: The invention is an improved fishing pole holder and automatic hook setting device with an improved latch release mechanism. A fishing pole holder arm pivotally mounted on a vertical support member is held in a generally horizontal and cocked fishing position against the tension of a spring interconnecting the holder arm and the vertical support member by means of a latch mechanism. The latch mechanism is a roller nut rotatably attached to the holder arm and a pawl-ended latch arm pivotally interconnected to the vertical support member. A trigger arm pivotally attached to the vertical support member, when pivoted forward by a tug on the fish line acts to disengage the pawl from the roller nut by means of a link arm interconnecting the trigger arm and the latch arm. When the pawl disengages from the roller nut the holder arm rotates suddenly upward under the action of the spring, setting the hook in the fish's mouth.