Librarians’ work with reading promotion is mostly tied to public libraries, or elementary and secondary school libraries. But what about the librarians who work in academic libraries? How do they work with reading promotion to college students? The role of leisure reading in academic libraries have been heavily debated and reading promotion for the target group is a well-known challenge. This study investigates how academic librarians’ work with reading promotion and how they view reading for pleasure in academic libraries. The empirical material consists of data from 4 semi-structured interviews regarding the practices of reading promotion. The results are presented and analyzed with theories by Gambrell (2011), which involves the seven rules of reading engagement, and Kemmis’s (2010) three dimensions of practice theory. The study shows that academic libraries regularly work with reading promotion by organizing events, book exhibitions and book clubs. This work is important not only to strengthen the student's reading and writing abilities, but also to build a social community and to offer a break from their hectic studies. To work with reading promotion for this target group the librarians need to establish a safe space, with no barriers, so that students can engage with reading for pleasure on their own terms.