The driving desire for children on the part of individuals and couples with difficulty conceiving (circumstantially or medically) has fueled a booming $4 billion fertility industry in the United States. In contrast to other industrially advanced nations, the U.S. assisted reproductive technology (ART) industry is virtually unregulated allowing the financially able to go to extreme lengths in their quest for offspring. In this quest, the desire to have children appears to have usurped concerns for the health and well being of one’s offspring, as a recent study indicates (Scotland, G.S., et al. 2007). Current ART practices in the U.S., such as the transfer of multiple embryos in a single reproductive cycle, has subjected these children to both immediate and long-term health complications. This is in addition to the inherent elevated risk of congenital disorders already posed by in vitro fertilization (IVF) and intracytoplasmic sperm injection (ICSI). Other practices, particularly the use of donor eggs and sperm, may have an unnecessary negative psychosocial impact on children. This perfect storm of driving parental desire and poor clinical practice gives further reason as to why additional regulation of the U.S. ART industry is necessary. These regulations should be centered on encouraging clinical practices that protect children by limiting the potential negative impact of ART to their health and psychosocial well-being. This should also serve as a guiding principle for individual decisions made in the course of assisted reproduction.