WHO Unveils Global Tax Plan to Tackle Killer Habits and Save 50 Million Lives

In a bold move to protect global health and reduce preventable deaths, the World Health Organization (WHO) has unveiled the “3 by 35” Initiative — a strategic campaign calling on governments to increase taxes on tobacco, alcohol, and sugary drinks by at least 50% by the year 2035.

This global health taxation drive aims to combat the growing burden of noncommunicable diseases (NCDs) such as heart disease, cancer, and diabetes — which currently account for over 75% of global deaths. According to WHO, these products are major contributors to the NCD epidemic.

A new report linked to the initiative suggests that a one-time 50% increase in the price of tobacco, alcohol, and sugary beverages could prevent 50 million premature deaths over the next five decades.

“Health taxes are among the most effective tools to cut harmful consumption and mobilize funding for public health,” said Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion and Disease Prevention. “Governments can reinvest this revenue into health care, education, and social protection. The time to act is now.”

Ambitious, Achievable Targets

The “3 by 35” Initiative targets the mobilization of $1 trillion over the next 10 years through health taxes. Between 2012 and 2022, nearly 140 countries already increased tobacco taxes — with real prices rising by over 50% on average. This shows that large-scale change is not only possible but already underway.

Countries like Colombia and South Africa have witnessed reductions in consumption and increased revenue following the implementation of health taxes. However, WHO warned that tax incentives and long-term agreements with harmful product industries, especially tobacco, continue to undermine public health efforts in some regions.

3 Key Goals of the “3 by 35” Initiative:

1. Reduce Harmful Consumption
By making unhealthy products less affordable through higher excise taxes, countries can lower consumption and reduce future healthcare costs and deaths.

2. Boost Domestic Revenue for Health and Development
The initiative encourages nations to strengthen self-reliant funding through public resources for critical health services, including universal health coverage.

3. Build Political Support Across Sectors
WHO is urging collaboration among health and finance ministries, lawmakers, civil society, and academia to design and implement tax policies that work.

A Call to Action

Led by WHO in partnership with global stakeholders, the initiative will provide technical support, policy guidance, and advocacy to help countries adopt and implement effective health taxes.

“Raising taxes on harmful products isn’t just a public health strategy — it’s an economic one that promotes equity, protects future generations, and moves us closer to achieving the Sustainable Development Goals,” WHO stated.

WHO is calling on governments, civil society, and international partners to support the “3 by 35” Initiative by committing to smart, fair taxation policies that improve health outcomes globally.