That’s why you can put alternative content inside the
object element (with which the flash object is included). In case some browser can’t handle Flash the alternative content will be displayed. That’s the same approach as the
alt attribute in images.
However, the best way to embed Flash nowadays is to use
SWFobject which is going the
progressive enhancement way by actually marking up your HTML (alternative) content as default and if a browser
supports Flash/JavaScript, it will display the enhanced version, i. e. the Flash object. Plus it prevents the “click to activate” message to appear in IE.