By Chantelle Muzanenhamo
Geneva — The World Health Organization (WHO) has announced a bold new initiative aimed at curbing the global epidemic of noncommunicable diseases (NCDs) through increased taxation on harmful products.
The “3 by 35” Initiative urges countries worldwide to raise the prices of tobacco, alcohol, and sugary drinks by at least 50% by the year 2035, leveraging health taxes as a vital tool to improve public health and generate essential revenue.
This move comes amidst mounting pressure on health systems strained by rising NCDs including heart disease, cancer, and diabetes which now account for over 75% of all deaths globally. A recent WHO report highlights that a one-time 50% price increase on these products could prevent approximately 50 million premature deaths over the next five decades.
“Health taxes are one of the most efficient tools we have,” said Dr. Jeremy Farrar, WHO Assistant Director-General for Health Promotion and Disease Prevention.
“They effectively reduce the consumption of harmful products while creating revenue that governments can reinvest into healthcare, education, and social protection. It’s time for decisive action.”
The initiative aims to raise US$1 trillion over the next decade to fund health and development programs. Evidence from the past decade shows that between 2012 and 2022, nearly 140 countries increased tobacco taxes, resulting in an average price hike of over 50% and demonstrating that significant change is achievable.
Countries such as Colombia and South Africa have reported reduced consumption and increased revenue following the implementation of health taxes.
However, challenges remain, as some nations continue to offer tax incentives to industries producing these harmful products, including tobacco. Long-term investment agreements with industry stakeholders, which can restrict tax increases, also pose barriers to effective health policies. WHO encourages governments to review and eliminate such exemptions to strengthen their tobacco control efforts.
The success of the “3 by 35” Initiative hinges on strong collaboration among global partners, governments, civil society, and academia. Led by WHO, the initiative brings together technical experts, policy advisors, and on-the-ground implementers to support countries in adopting proven health policies, including increasing excise taxes, to make harmful products less affordable and less accessible.
WHO calls on countries and development partners to join this global effort, advocating for smarter, fairer taxation policies that protect public health and accelerate progress toward achieving the Sustainable Development Goals.
As nations seek to become more self-reliant in funding their health systems, the “3 by 35” Initiative offers a strategic pathway to reduce health disparities, prevent millions of premature deaths, and foster healthier populations worldwide.