The Urgency of Noncommunicable Diseases (NCDs)
The world is facing a silent epidemic-noncommunicable diseases (NCDs) like heart disease, diabetes, cancer, and chronic respiratory illnesses, which together account for more than 75% of all deaths globally (WHO, 2024). The underlying drivers? Tobacco, alcohol, and sugary drinks. These three consumer products have been linked to millions of preventable deaths and an escalating burden on already strained health systems.
In response, the World Health Organization (WHO) has launched a transformative initiative: the “3 by 35” Initiative, urging all countries to raise the real prices of tobacco, alcohol, and sugary drinks by at least 50% by 2035. Backed by international evidence and global policy success stories, this campaign is not just about revenue — it's about saving lives, reducing inequality, and strengthening healthcare systems from the ground up.
What is the “3 by 35” Initiative?
The “3 by 35” Initiative is WHO’s new global policy framework that aims to use health taxes as a tool to tackle three major public health threats — tobacco, alcohol, and sugary drinks — by significantly increasing their costs to consumers. Specifically, the plan encourages:
- A 50% real price increase on these products by 2035.
- Raising US$1 trillion in tax revenue globally over the next decade.
- Preventing 50 million premature deaths by reducing harmful consumption.
This initiative was officially launched in 2024 by WHO and aims to create momentum among governments to reform national tax systems in ways that both protect public health and generate sustainable domestic funding.
Why Focus on Health Taxes?
According to WHO, health taxes are among the most effective public health interventions available. They provide a double benefit:
- Reduce Consumption: By making harmful products less affordable, demand naturally falls.
- Raise Revenue: The collected taxes can be reinvested into healthcare, education, and social protection.
“Health taxes are one of the most efficient tools we have,” says Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion and Disease Prevention (WHO, 2024). “They cut the consumption of harmful products and create revenue governments can reinvest. It’s time to act.”
Global Evidence: Health Taxes Work
Between 2012 and 2022, nearly 140 countries increased tobacco taxes, resulting in more than a 50% rise in real prices (WHO Global Tobacco Report, 2023). The outcomes were clear:
- Reduced smoking prevalence
- Lower incidence of tobacco-related diseases
- Increased government revenue
For example:
- Colombia raised taxes on sugary drinks and saw a measurable drop in consumption while generating new public funds for health.
- South Africa introduced tobacco and alcohol taxes that not only lowered consumption but also supported its national health insurance fund.
Why Are These Products Targeted?
1. Tobacco
- Kills over 8 million people globally every year (WHO Tobacco Fact Sheet, 2024).
- Responsible for lung cancer, heart disease, and stroke.
- Strong evidence shows that price increases reduce smoking, particularly among youth and low-income groups.
2. Alcohol
- Linked to over 200 diseases and injuries including liver disease, accidents, and mental health disorders.
- Contributes to 2.6 million deaths annually.
- Higher taxes on alcohol have proven effective in reducing binge drinking and alcohol-related harm.
3. Sugary Drinks
- A major driver of the global obesity epidemic.
- Increase risk of type 2 diabetes, heart disease, and tooth decay.
- WHO states that sugary drink consumption is rising fastest in low and middle-income countries, increasing their health burden.
Economic and Health Impact of the “3 by 35” Initiative
1. Saving Lives
WHO estimates that 50 million premature deaths could be prevented over the next 50 years by implementing the health tax policy across nations (WHO, 2024).
2. Boosting National Economies
Through reduced healthcare expenditure on NCDs and increased productivity due to better public health, countries will benefit economically.
3. Mobilizing Revenue
The goal is to raise US$1 trillion in new revenue globally by 2035, which can be channeled into:
- Universal Health Coverage (UHC)
- Education
- Nutrition and sanitation programmes
Implementation Strategy: How Countries Can Act
WHO’s framework supports governments through technical, legal, and policy guidance, focusing on three main pillars:
1. Cut Harmful Consumption by Reducing Affordability
- Introduce or increase excise taxes on tobacco, alcohol, and sugary drinks.
- Adjust tax rates for inflation and income growth to maintain impact over time.
2. Raise Revenue for Development Goals
- Use health taxes as sustainable domestic financing for health services.
- Help transition away from dependence on foreign aid.
3. Build Political and Social Support
- Engage a coalition of stakeholders including:
- Ministries of Finance and Health
- Parliamentarians
- Civil society
- Academia
- Educate the public about the health and economic benefits of smart taxation.
Addressing Barriers and Industry Interference
WHO warns that industry interference is a major barrier to reform. Many governments still:
- Provide tax incentives to tobacco and sugary drink companies.
- Sign investment agreements that limit their ability to raise taxes.
Such practices undermine public health and violate international obligations, especially those under the WHO Framework Convention on Tobacco Control (FCTC).
WHO urges governments to review and revoke such harmful arrangements and prioritize public interest over corporate lobbying.
Support From Global Partners
The success of “3 by 35” hinges on strong international cooperation. WHO is collaborating with global and regional partners such as:
- World Bank
- UNDP
- Bloomberg Philanthropies
- Civil society organizations like Vital Strategies and The Union
Together, they provide:
- Policy design
- Tax modelling
- Legislative templates
- Public communication strategies
Global Momentum: Countries Taking the Lead
- Mexico implemented sugary drink taxes in 2014, resulting in a 7.6% drop in consumption in just two years.
- Thailand adopted tiered sugary beverage taxation and saw a reduction in high-sugar drink production.
- India implemented a 28% GST on tobacco and additional cess, becoming a model for tobacco taxation in Asia.
These examples show that bold fiscal reforms can succeed even in low- and middle-income settings when backed by political will.
Looking Ahead: A Path to Sustainable Health
In an era of shrinking aid budgets and rising health costs, domestically mobilized revenue through health taxes is one of the most viable strategies to:
- Achieve Universal Health Coverage (UHC)
- Meet Sustainable Development Goals (SDGs)
- Reduce the NCD burden in a cost-effective and sustainable way
WHO’s Call to Action:
“We call on all countries, civil society groups, and development partners to support the ‘3 by 35’ Initiative,” urges WHO. “Commit to smarter, fairer taxation that protects health, reduces inequality, and strengthens your people.”
Conclusion
The WHO “3 by 35” Initiative is not just a tax policy it is a life-saving blueprint to create healthier societies and more resilient economies. The strategy is clear, evidence-based, and proven. All that’s needed now is political courage and commitment.
If implemented effectively, these reforms could save millions of lives, generate billions in public funding, and empower nations to invest in their future.
Now is the time for governments to act decisively for the health of their people and the prosperity of generations to come.
References
- World Health Organization (2024). WHO launches 3 by 35 Initiative to raise health taxes and save lives. Available at: https://www.who.int
- WHO (2023). Global Report on Tobacco Use. Geneva: World Health Organization.
- WHO Fact Sheet (2024). Tobacco. https://www.who.int/news-room/fact-sheets/detail/tobacco
- WHO (2023). Fiscal Policies for Diet and Prevention of NCDs.
- Global Burden of Disease Study (IHME, 2023). Alcohol and Sugary Drink Consumption Trends.
- WHO FCTC Secretariat. Tobacco Taxation Guidelines, 2022.