An automatic photographic flash device wherein the amount of light of the flash tube is automatically controlled in response to intensity of light from the direction of the photographic object by means of an electric circuit A flash tube part is movably installed on a main case part containing a battery and the circuit A switch is installed in the device in such a manner that when the flash tube part is moved to a position not directed at the photographic object, the switch causes the circuit to appropriately increase the amount of light discharged by the flash tube when it is actuated.