WHO Unveils Bold Initiative to Raise Health Taxes

WHO Unveils Bold Initiative to Raise Health Taxes

The success of the “3 by 35” Initiative hinges on strong collaboration.

RMN News Health Desk
July 3, 2025

Geneva/Sevilla – July 2, 2025 – The World Health Organization (WHO) has launched a significant new global effort, the “3 by 35″ Initiative, urging countries to increase the real prices of tobacco, alcohol, and sugary drinks by at least 50% through health taxes by 2035. This ambitious move aims to combat the rising epidemic of noncommunicable diseases (NCDs) and generate substantial public revenue to strengthen health systems worldwide.

The initiative comes at a critical time when global health systems are under immense pressure from increasing NCDs, dwindling development aid, and growing public debt. NCDs, which include heart disease, cancer, and diabetes, are responsible for over 75% of all deaths globally, with the consumption of tobacco, alcohol, and sugary drinks acting as primary drivers.

Projected Impact and Financial Goals:

• A one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years.
• The Initiative sets an achievable goal of raising US$1 trillion over the next 10 years.

Dr. Jeremy Farrar, Assistant Director-General for Health Promotion and Disease Prevention and Control at WHO, emphasized the effectiveness of these measures, stating, “Health taxes are one of the most efficient tools we have”. He highlighted that these taxes not only reduce the consumption of harmful products but also create revenue that governments can reinvest in critical areas like healthcare, education, and social protection.

Proven Success and Remaining Challenges: Between 2012 and 2022, nearly 140 countries successfully raised tobacco taxes, leading to an average real price increase of over 50%, demonstrating the feasibility of large-scale change. Governments in countries like Colombia and South Africa have already observed reduced consumption and increased revenue after implementing health taxes.

However, the sources note that many countries continue to offer tax incentives to unhealthy industries, including tobacco. Additionally, long-term investment agreements with industry that restrict tobacco tax increases can undermine national health objectives. WHO strongly encourages governments to review and avoid such exemptions to support effective tobacco control and safeguard public health.

Collaborative Action and Key Focus Areas: The success of the “3 by 35” Initiative hinges on strong collaboration. Led by WHO, the initiative brings together a powerful group of global partners offering technical expertise, policy guidance, and real-world experience to help countries implement health taxes. Many countries are seeking WHO’s guidance as they look to transition towards more self-reliant, domestically funded health systems.

The Initiative outlines key action areas to support country-led reforms:

• Cutting harmful consumption: By making products less affordable through increased or new excise taxes on tobacco, alcohol, and sugary drinks, thereby reducing future health costs and preventable deaths.
• Raising revenue: To mobilize domestic public resources for essential health and development programs, including universal health coverage.
• Building broad political support: Strengthening multisectoral alliances involving ministries of finance and health, parliamentarians, civil society, and researchers to design and implement effective policies.

WHO is calling on countries, civil society organizations, and development partners to actively support the “3 by 35” Initiative and commit to “smarter, fairer taxation” that safeguards health and accelerates progress toward the Sustainable Development Goals (SDGs).