WHO Launches ‘3 by 35’ Push for Health Taxes to Curb NCDs and Raise $1 Trillion

In a landmark move to combat the global surge in chronic diseases and strengthen health systems, the World Health Organization (WHO) has launched the “3 by 35” Initiative, urging countries to increase real prices on tobacco, alcohol, and sugary drinks by at least 50% by 2035. This bold new campaign calls for widespread adoption of health taxes—a tool proven to reduce harmful consumption while raising significant revenue to fund health, education, and development priorities.

At the core of this initiative lies a compelling dual purpose: to prevent millions of premature deaths caused by noncommunicable diseases (NCDs) and to help countries raise US$1 trillion over the next decade for public investment.

NCDs: A Mounting Global Health Crisis

Noncommunicable diseases—such as heart disease, cancer, diabetes, and chronic respiratory conditions—are now responsible for more than 75% of global deaths. These conditions are increasingly driven by lifestyle-related factors, including the consumption of tobacco, alcohol, and sugar-laden beverages.

The global burden of NCDs not only affects life expectancy and quality of life but also places immense pressure on health systems, particularly in low- and middle-income countries that are simultaneously grappling with shrinking development aid and mounting public debt.

A Proven Strategy: The Power of Health Taxes

“Health taxes are one of the most efficient tools we have,” said Dr. Jeremy Farrar, WHO Assistant Director-General for Health Promotion and Disease Prevention. “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.”

Evidence shows that even a one-time 50% price increase on harmful products could prevent 50 million premature deaths over the next 50 years. Furthermore, countries that have adopted excise taxes on tobacco and alcohol have seen significant reductions in consumption and increased government revenue.

Between 2012 and 2022, nearly 140 countries raised tobacco taxes, achieving an average real price increase of over 50%—a demonstration that coordinated global action is not only feasible but effective.

Case Studies: Global Momentum in Action

Several countries provide powerful examples of health tax success:

• Colombia and South Africa have introduced excise taxes on sugary drinks and tobacco, reporting reduced consumption rates and increased revenue.

• Philippines leveraged tobacco and alcohol taxes to fund universal health coverage through its Sin Tax Reform.

• Mexico implemented a sugary drink tax in 2014 that led to a sustained reduction in soft drink purchases, especially among lower-income households.

However, despite these gains, many nations still grant tax breaks or sign long-term investment agreements with tobacco or alcohol companies—agreements that often limit a country’s ability to raise taxes and protect public health.

The Goals and Pillars of the “3 by 35” Initiative

The “3 by 35” Initiative lays out a comprehensive roadmap to help countries implement effective health tax policies by 2035. Its core pillars include:

1. Cutting Harmful Consumption

• Raise excise taxes on tobacco, alcohol, and sugary beverages.

• Reduce affordability of harmful products, directly lowering usage rates.

• Cut future health costs and prevent millions of deaths.

2. Mobilizing Domestic Revenue

• Generate sustainable domestic funding for health services and universal health coverage.

• Reduce dependence on foreign aid by building self-reliant health financing systems.

3. Building Political and Social Consensus

• Foster collaboration between health and finance ministries, parliamentarians, academia, and civil society.

• Promote public awareness about the benefits of health taxes and counter industry opposition.

Global Collaboration and Technical Support

WHO is leading the “3 by 35” campaign with a coalition of international partners, including health advocacy organizations, fiscal policy experts, and development agencies. These partners provide:

• Policy guidance and technical assistance.

• Data and modeling tools for tax impact forecasts.

• Advocacy support to help governments communicate the value of health taxes.

The WHO emphasizes that smart taxation not only saves lives but also supports countries in achieving the Sustainable Development Goals (SDGs), particularly those related to health, education, and poverty alleviation.

Call to Action: A Global Public Health Imperative

As WHO mobilizes this global push, it calls on governments, civil society, academia, and development partners to embrace the “3 by 35” vision. The challenge is not only technical but also political: overcoming vested interests, industry lobbying, and regulatory inertia.

“Countries now have a blueprint to act,” said Dr. Farrar. “The question is not whether health taxes work—but how quickly and effectively they can be implemented.”

Taxing Harm, Funding Health

The “3 by 35” Initiative represents a watershed moment in global health advocacy. By aligning taxation policy with public health goals, WHO and its partners are charting a path toward healthier populations, stronger health systems, and a more equitable and sustainable future for all.