This paper addresses the self-dealing hypothesis by examining private placements in Taiwan. Between 2005 and 2010, the reference price for placements was the average closing price of one, three, or five days before the pricing day, and the offering price was set to no less than 80% of the reference price. Under such a regulatory framework, insiders were incentivized to self-deal by depressing pre-issue stock prices, particularly for placements sold to insiders. Our empirical evidence confirms this hypothesis. More importantly, because new regulation effective in September 2010 has removed insiders' incentive to self-deal, the pre-issue stock price depreciation disappears thereafter.