WHO urges countries to raise taxes on tobacco, alcohol, and sugary drinks by at least 50% by 2035
The World Health Organisation (WHO) has unveiled a global plan to save lives while helping countries collect more money for essential services. Known as the “3 by 35” Initiative, the campaign urges governments to raise the real prices of tobacco, alcohol, and sugary drinks by at least 50% by the year 2035, through health-centred taxes.
This bold proposal is not just about money. It’s a serious attempt to slow down the rise of noncommunicable diseases (NCDs) like cancer, diabetes, and heart conditions, which are now behind three out of every four deaths worldwide.
According to WHO, a one-time 50% price increase on these harmful products could prevent up to 50 million early deaths in the next 50 years. That means fewer funerals, fewer hospital bills, and more people living longer, healthier lives.
Dr. Jeremy Farrar, WHO’s Assistant Director-General, said the plan is practical and effective. “When you tax unhealthy products, people buy and use less of them,” he said. “At the same time, the extra money can go into healthcare, education, or social protection. That’s a win-win.”
The goal is also to help nations raise at least $1 trillion in domestic revenue by 2035. Already, between 2012 and 2022, about 140 countries increased tobacco taxes — some by more than 50% — and saw both reduced smoking and increased government income.
Countries like Colombia and South Africa are already seeing the benefits. Their public health has improved, and government coffers have grown, all by taxing products linked to sickness.
WHO’s “3 by 35” strategy is built on three main goals: Cut consumption, Use taxes to make harmful products less affordable. Grow revenue: Channel the funds into health, education, and universal car.e Build unity: Create strong partnerships with civil society, finance leaders, and researchers
The WHO is urging nations not to delay. While some governments are still offering tax breaks or deals to industries that sell these products, the WHO says it’s time to stop protecting profits at the expense of people’s health.
The campaign is already backed by global partners offering advice, technical help, and policy tools to help governments adjust. The ultimate goal is to build health systems that don’t rely on donor money but are sustained by smart local strategies.
