New Delhi : On July 2, 2025, the World Health Organization (WHO) unveiled its ambitious “3 by 35” Initiative at the UN Finance for Development conference in Seville, urging countries worldwide to increase prices of tobacco, alcohol, and sugary drinks by at least 50% through health taxes by 2035. This bold strategy aims to curb the global epidemic of noncommunicable diseases (NCDs) such as heart disease, cancer, and diabetes, which account for over 75% of deaths globally, while generating an estimated US$1 trillion in public revenue over the next decade. The initiative is a collaborative effort involving development partners, civil society, academic institutions, and national governments, positioning health taxes as a critical tool for sustainable development and public health.
What is the “3 by 35” Initiative?
The “3 by 35” Initiative is WHO’s latest strategy to address the growing burden of NCDs by targeting three high-risk products: tobacco, alcohol, and sugary drinks. These products are major contributors to chronic illnesses that undermine global health, economic productivity, and sustainable development. By advocating for a 50% price increase through health taxes by 2035, the initiative seeks to reduce consumption, save lives, and mobilize significant domestic resources for health systems, particularly in low- and middle-income countries facing shrinking development aid and rising public debt.
Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion and Disease Prevention and Control, emphasized the efficiency of health taxes, stating, “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 is backed by a coalition of global partners, including Bloomberg Philanthropies, the World Bank, the Organisation for Economic Co-operation and Development (OECD), and others, who will provide technical expertise, policy advice, and real-world experience to support countries in implementing effective tax policies.
Why Health Taxes Matter
Health Impact of Tobacco, Alcohol, and Sugary Drinks
The consumption of tobacco, alcohol, and sugary drinks fuels the NCD epidemic, which claims millions of lives annually. Tobacco alone causes over 7 million deaths each year, while alcohol and sugary drinks contribute to diseases like diabetes, heart disease, and certain cancers. A recent WHO report highlights that a one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years. Nutrition experts like Dieudonne Bukaba and Hyguette Irambona from Kigali have underscored the dangers of sugary drinks, noting their role in weight gain, diabetes, tooth decay, heart problems, and weakened bones due to high sugar and caffeine content.
Economic and Social Benefits
Health taxes address both negative externalities (costs imposed on society) and internalities (hidden costs to consumers). For instance, tobacco use alone cost the global economy US$1.4 trillion in 2012. A 50% tax increase could generate up to US$3.7 trillion in new revenue globally within five years, averaging US$740 billion annually—equivalent to 0.75% of global GDP. This revenue can fund essential health and development programs, including universal health coverage, education, and social protection, reducing reliance on external aid.
The initiative also promotes equity, as NCDs disproportionately affect lower-income populations. By making harmful products less affordable, health taxes can reduce consumption among vulnerable groups, thereby mitigating health disparities.
Global Success Stories
The effectiveness of health taxes is evident in several countries. In Colombia, a 2016 cigarette tax increase led to a 34% drop in consumption. Similarly, Saudi Arabia’s 50% tax on sugar-sweetened beverages (SSBs) resulted in a 19% reduction in consumption within a year. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, achieving an average price increase of over 50%, demonstrating that large-scale change is achievable.
The Mechanics of the “3 by 35” Initiative
The “3 by 35” Initiative operates as a collaborative alliance, with WHO coordinating efforts among partners like the Alliance for Health Policy and Systems Research, Campaign for Tobacco Free Kids, and the NCD Alliance. It focuses on three key action areas:
- Mobilizing Countries: WHO and its partners will engage heads of state, finance and health ministries, and civil society to build political momentum. Participating countries will benefit from peer learning, strategic support, and global recognition.
- Supporting Country-Led Policies: Countries requesting assistance will receive tailored, evidence-based guidance on designing and implementing health tax policies. Others can access a shared knowledge platform offering tools and best practices.
- Building Commitment and Partnerships: The initiative fosters inclusive dialogue to shift public and political perceptions, strengthen cross-sector alliances, and amplify the role of civil society in advocating for sustainable health financing.
WHO health economist Guillermo Sandoval provided a practical example, noting that in a middle-income country, the initiative would involve raising the price of a product from US$4 to US$10 by 2035, accounting for inflation. The initiative also considers broader taxation recommendations, such as on ultra-processed foods, pending WHO’s finalization of their definition.
Challenges and Industry Pushback
Despite its potential, the “3 by 35” Initiative faces resistance from industries. Kate Loatman, executive director of the International Council of Beverages Associations, argued that taxing sugar-sweetened beverages has not consistently improved health outcomes or reduced obesity, advocating instead for consumer education and broader choices. Similarly, Amanda Berger from the Distilled Spirits Council called WHO’s alcohol tax proposal “misguided,” suggesting it would not prevent abuse. A FoodDrinkEurope spokesperson echoed these concerns, warning that blunt tax measures could drive consumers to unregulated products, posing greater health risks.
Additionally, some countries continue to offer tax incentives to unhealthy industries, and long-term investment agreements restricting tobacco tax increases undermine national health goals. WHO urges governments to review and eliminate such exemptions to support effective tobacco control.
India’s Efforts in Curbing Unhealthy Products
India has taken steps to address the consumption of unhealthy products. Aerated beverages are taxed at a 28% GST rate with an additional 12% compensation cess, while high-fat, high-sugar, and high-salt (HFSS) foods face a 12% GST rate. The Food Safety and Standards Authority of India (FSSAI) has also limited trans fatty acids in food products to 2% by mass of total oils and fats, aligning with efforts to reduce NCD risk factors.
Global Context and WHO’s Broader Vision
The “3 by 35” Initiative comes at a critical time when health systems face immense pressure from rising NCDs, shrinking development aid, and growing public debt. Many low- and middle-income countries, particularly those affected by cuts in U.S. aid, are seeking sustainable, domestically funded health systems. The U.S., notably absent from the Seville conference and in the process of withdrawing from WHO, highlights the urgency for self-reliant financing solutions.
WHO Director-General Tedros Adhanom Ghebreyesus emphasized that health taxes could help governments “adjust to the new reality” by bolstering health systems with domestically generated revenue. The initiative aligns with the Sustainable Development Goals (SDGs), offering a path to healthier societies and stronger economies.
Expert Insights on Health Risks
Nutritionists like Hyguette Irambona from Gardens for Health International highlight the dangers of sugary drinks, which cause rapid blood sugar spikes, particularly harmful for people with diabetes. These spikes can stress the pancreas and liver, leading to complications like diabetic coma or limb amputation. Even fruit juices, often perceived as healthy, can mimic the effects of sodas when fiber is removed. Irambona recommends consuming whole fruits to regulate sugar absorption and support digestion.
Dieudonne Bukaba advises limiting soda and energy drink consumption, suggesting healthier alternatives like water, sparkling water, herbal tea, or natural fruit juices. He warns that these beverages’ high sugar and caffeine content can lead to dehydration, kidney strain, and increased heart disease risk.
Call to Action
WHO is calling on countries, civil society, and development partners to join the “3 by 35” Initiative, emphasizing smarter, fairer taxation to protect health and accelerate progress toward the SDGs. By reducing the affordability of harmful products, raising revenue for essential programs, and building multisectoral alliances, the initiative offers a comprehensive strategy to combat the NCD epidemic and strengthen global health systems.
In conclusion, the “3 by 35” Initiative represents a pivotal moment in global health policy. By leveraging health taxes, WHO aims to save 50 million lives, generate US$1 trillion in revenue, and promote equitable, sustainable development by 2035. As countries navigate fiscal constraints and rising health demands, this initiative provides a roadmap for a healthier, more resilient future.
Frequently Asked Questions (FAQs)
1. What is the WHO’s “3 by 35” Initiative?
The “3 by 35” Initiative is a World Health Organization (WHO) strategy launched on July 2, 2025, urging countries to raise prices of tobacco, alcohol, and sugary drinks by at least 50% through health taxes by 2035. It aims to reduce noncommunicable diseases (NCDs) like heart disease, cancer, and diabetes, which cause over 75% of global deaths, while generating US$1 trillion in public revenue over the next decade.
2. Why are health taxes important for this initiative?
Health taxes are cost-effective tools to reduce consumption of harmful products, prevent 50 million premature deaths over 50 years, and raise significant revenue (up to US$3.7 trillion in five years). They address negative externalities, promote equity by reducing NCD impacts on lower-income groups, and fund health, education, and social programs.
3. Which products are targeted by the “3 by 35” Initiative?
The initiative targets three high-risk products: tobacco, alcohol, and sugary drinks. These contribute to NCDs, with tobacco alone causing over 7 million deaths annually. WHO also considers taxing ultra-processed foods, pending a finalized definition.
4. How does the initiative support countries in implementation?
The “3 by 35” Initiative involves a coalition of partners, including Bloomberg Philanthropies and the World Bank, offering technical assistance, policy advice, and a shared knowledge platform. It mobilizes countries through political engagement, supports tailored tax policies, and builds multisectoral alliances with governments, civil society, and academia.
5. What challenges does the initiative face?
The initiative faces pushback from industries like the International Council of Beverages Associations and the Distilled Spirits Council, who argue taxes may not improve health outcomes and could drive consumers to unregulated products. Some countries also offer tax incentives to unhealthy industries or face restrictions from long-term investment agreements, which WHO urges governments to review.
