Embedded marketing is becoming a more and more acceptable means of advertisement in modern world. An exception is Taiwan, which has been sticking to its traditional mindset and imposes strict bans on product placement for television programs. The Audiovisual Media Services Directive passed by the European Union in 2007, which defines the conditions under which product placement is permitted, is an example that Taiwan should follow. The National Communications Commission has since last year been working on a proposal to amend the Satellite Broadcasting Act and the Cable Radio and Television Act to relax the ban. Under the proposal, product placement would be allowed in TV shows except for news and children programs. We urge the Executive Yuan and the Legislative Yuan to support the bill. For the health of the public, however, the ban on embedded marketing should remain for tobacco and alcoholic beverages. 