A durable, self-locking license plate holder system that allows for the quick and convenient installation and removal of license plates and other identification tags without the use of tools includes a frame having a back plate and an edge extending around the perimeter of the back plate, and an advertising band having at least one tab, the edge having grooves to align the license plate or other identification tag and friction bumps to couple with the tabs to removably secure a license plate between the frame and the advertising band.