The invention relates to a hand-held operating device for operating an industrial robot, the device including a graphical operator interface having a touch-sensitive display for displaying at least one virtual operating element, which represents a function for operating the robot, and which can be operated by touching the operating element with a finger of an operating person or a pen, a control unit for controlling the graphical operator interface and for communicating with a robot controller, a haptic mark associated with at least one virtual operating element and designed as a guide, which haptic mark is arranged in a display frame; that surrounds the touch-sensitive display at least in some areas and/or is arranged in frame segments of the display frame and by means of which haptic mark the finger of an operating person or the pin can be guided in the direction of the at least one operating element.