 Artificial colors—harmful, harmless, or healthy. Now I know I tell people to eat the rainbow, bright colorful foods, but not that colorful. We now know artificial colors are harmful. 34 years ago, Chief of Pediatrics Ben Fine Gold published heresy, suggesting that artificial food colors could so damage a child's developing nervous system that could actually affect their behavior. Dow Chemical disagreed as did Coca-Cola and other players within the $200 billion food industry who were able to convince the medical establishment that this was ridiculous. But the truth can only be buried for so long, and last year, after the publication of this randomized, double-blind, placebo-controlled food challenge in the most prestigious medical journal in the world, showing artificial colors increased impulsivity, inattentiveness, and hyperactivity among young children, there have now been repeated calls to better regulate or ban artificial colors altogether.