A lens moving mechanism which includes a moving lens for zooming or focusing; a lens holder holding the moving lens in a lens-barrel, and being supported freely movably into an optical axis direction of the moving lens; a guide shaft guiding the lens holder into the optical axis direction of the moving lens when the lens holder moves; a drive magnet attached to the lens holder; a drive coil fixed to the lens-barrel with at least part of the drive coil opposed to the drive magnet and giving an impelling force into the optical axis direction to the lens holder by being electrified; and a magnetic body fixed to the lens-barrel and located to oppose to the drive magnet on an opposite side of the drive magnet with at least a part of the drive coil put between the magnetic body and the drive magnet, and attracting the drive magnet.