Abstract: Fishing hook bait attachment device (1) has a ring section (2) a middle section (3) extending from the ring section (2) and a distal section (4) having at least one tail extending outwardly therefrom. The distal section (4) not only enhances the attractiveness of the device to fish, it also provides a safe way of holding the device to keep fingers and hands away from the sharp tips (11) of hooks. A hole (6) in the middle section (3) is provided to insert the shaft of a hook (10) to prevent the device from falling off the hook (10) during use to avoid pollution and enable the device to be used multiple times. The device is preferably made of a resilient elastomeric material to enable it to be used with a wide variety of sizes of bait (7) and hooks (10). One or more sections of the device may be colored the same or differently or made luminescent so that it glows in the dark to make it more attractive to fish, particularly during night fishing.