HQ Team
July 3, 2025: The World Health Organization has unveiled a ‘3 by 35 initiative,’ urging governments to impose a health tax of about 50% on alcohol, sugary drinks and tobacco that are fuelling a noncommunicable disease (NCD) epidemic globally.
The global health agency’s call comes at a time when NCDs, including heart disease, cancer, and diabetes, account for over 75% of all deaths worldwide, and when health systems are under enormous strain from these diseases, shrinking development aid and growing public debt.
The WHO urged nations to implement its initiative by 2035 and argued it would generate critical public revenue.
A recent report shows that a one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years, according to a WHO statement.
‘Time to act’
“Health taxes are one of the most efficient tools we have,” said Dr Jeremy Farrar, Assistant Director-General, Health Promotion and Disease Prevention and Control, WHO. “They cut the consumption of harmful products and create revenue governments can reinvest in health care, education, and social protection. It’s time to act.”
The Initiative has an ambitious but achievable goal of raising $1 trillion over the next 10 years. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, which resulted in an increase of real prices by over 50% on average, “showing that large-scale change is possible.”
From Colombia to South Africa, governments that have introduced health taxes have seen reduced consumption and increased revenue. Yet many countries continue to provide tax incentives to unhealthy industries, including tobacco, the WHO stated.
Long-term investment agreements with industry that restrict tobacco tax increases can further undermine national health goals. “WHO encourages governments to review and avoid such exemptions to support effective tobacco control and protect public health.”
Collaboration is at the core of the “3 by 35” Initiative’s success, according to the statement. Led by the WHO, the initiative brings together a powerful group of global partners to help countries put health taxes into action.
Pairing health policies and best practices
These organisations offer a mix of technical know-how, policy advice, and real-world experience. By working together, they aim to raise awareness about the benefits of health taxes and support efforts at the national level.
Many countries have expressed interest in transitioning toward more self-reliant, domestically funded health systems and are turning to the WHO for guidance.
The “3 by 35” Initiative introduces key action areas to help countries, pairing proven health policies with best practices on implementation.
These include direct support for country-led reforms to mobilise domestic public resources to fund essential health and development programmes, including universal health coverage.
It will strengthen multisectoral alliances by engaging ministries of finance and health, parliamentarians, civil society, and researchers to design and implement effective policies.
