To provide a bookmark which is free from slipping off from a book, easy to shift from a page to another and effective for publicity/advertisement.

The bookmark comprises one or more bookmark main body parts 2 to be put between the pages of the book 100, a removable fitting means 3 (e.g. a rubber band 30) to be fitted removably to the book 100 and formed of a ring-shaped elastic body, and a connecting means 4 for connecting the bookmark main body 2 with the removable fitting means 3. In the case when the bookmark is an item of goods featuring popular characters, the desire of a user to show it to other people is satisfied.