WHO Calls for Global Tax Hike on Tobacco, Alcohol, Sugary Drinks to Save 50 Million Lives
The World Health Organization has launched a global push urging governments to raise taxes on tobacco, alcohol, and sugary drinks by at least 50% by 2035. The new campaign, called the “3 by 35” Initiative, aims to curb chronic diseases, reduce preventable deaths, and generate critical public revenue.
Unveiled on July 2 in Geneva and Sevilla, the initiative comes amid growing pressure on health systems from rising rates of noncommunicable diseases (NCDs), declining aid, and mounting public debt. WHO data shows that NCDs including heart disease, cancer, and diabetes are responsible for more than 75% of global deaths.
A recent analysis by WHO found that a one-time 50% increase in the prices of harmful products could prevent 50 million premature deaths over the next 50 years.
“Health taxes are one of the most efficient tools we have,” said Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion and Disease Prevention and Control. “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 sets a target of raising $1 trillion in public funds over the next decade by increasing excise taxes on tobacco, alcohol, and sugary drinks. These funds would be used to expand health coverage and support national development goals.
Between 2012 and 2022, 140 countries raised tobacco taxes, with many achieving price increases above 50%. These changes led to reduced consumption and higher revenue, offering evidence that bold tax measures are effective.
WHO points to examples in Colombia and South Africa, where governments saw clear public health and economic gains after introducing health taxes. However, the agency warns that many countries still offer tax incentives to industries that produce harmful goods. In some cases, long-term investment agreements limit a country’s ability to raise tobacco taxes undermining public health goals.
WHO is calling on countries to review and remove such exemptions and align national tax policies with health priorities.
The “3 by 35” plan outlines three main goals:
- Reduce Consumption: Increase taxes to raise prices and cut access to harmful products.
- Raise Revenue: Channel domestic funds into health, education, and social programs.
- Build Support: Engage finance and health ministries, lawmakers, researchers, and advocacy groups to design and enforce effective tax policies.
The campaign is backed by a coalition of global partners providing technical expertise, policy guidance, and implementation support. WHO says that coordinated action is essential for success and that countries seeking to fund health from within are already requesting its help.
The initiative supports broader targets under the Sustainable Development Goals by improving public health, reducing poverty, and supporting more resilient systems.
WHO has urged governments, civil society, and development agencies to back the plan and adopt tax strategies that protect communities and secure long-term funding for vital public services.
