1. you can't have the swfobject.js link in the targeted container ("flashcontent" div)! the link should be in your document <head>. 2. <div> tags are meant to be used in the body of your document... you can't have anything between the <head> and the <body> tags. move your <div> inside <body>. 3. the whole point of swfobject is to remove the object and embed code from your markup, then let swfobject write it dynamically when the page is loaded. you need to delete everything between <object> and </object>.