Peter Black, the Welsh Liberal Democrat's health spokesman, has called for a massive drive to increase the rates of MMR vaccine in children in the country.
Writing in a column on www.walesonline.co.uk, Mr Black says that World Health Organization's ambition to eradicate measles by 2010 has failed miserably. This is because of a study that claimed MMR vaccine is linked to autism. Even though subsequent studies have proved that there is no such link, public hysteria has not abated.
"Parents considering whether their child should have the MMR jab or not must remember that Measles can also kill. It can also lead to other serious health problems, such as pneumonia, infections of the ears, eyes, lungs and throats, and swelling of the brain, and possible brain damage," writes Mr Black.
The National Public Health Service for Wales says the acceptance rate for the MMR jab is 82% across Wales, but it still leaves some 45,000 children vulnerable.
"If we can pay for TV adverts on the dangers of fire why can we not replicate the exercise on the dangers of measles and what needs to be done to avert that?" Mr Black asks.
He added that the time had come to fight back against misinformation and genuine anxieties and do so before the illnesses claimed more lives.