1. Artificial food colors and additives are commonly used in foods and medicines to improve appearance and taste, but they can cause side effects like hyperactivity, ADHD, and allergic reactions in children who are more vulnerable. 2. Studies have found associations between artificial colors and preservatives (like tartrazine and sodium benzoate) and increased hyperactivity in children. 3. Natural colors and flavors from sources like fruits and vegetables are safer alternatives to artificial ones, as they are less likely to cause allergic reactions and may even provide additional health benefits.