The ABC's 7.30 has come under fire after airing a story on US vaccination rates that failed to declare one of the interviewees was a high-profile anti-vaccination campaigner and head of a "natural" health care business.

US-based James Maskell, CEO of Revive Primary Care, was introduced only as a concerned parent in the segment presented by reporter Jane Cowan and introduced by Leigh Sales.

Maskell later appeared to say on Twitter that he had told producers from the outset of his professional interest in the issue.