The World Health Organisation (WHO) is endorsing an increase in health taxes around the world, with the aim of curbing chronic diseases and premature deaths, as well as generating what the WHO calls “critical public revenue.”
The campaign has been dubbed the “3 in 5 Initiative”, referring not only to the trio of targets in the sights of legislators, but the action points the WHO wants to see adopted as part of “country-led reforms.”
Countries around the world 🌍 are raising taxes on harmful products like tobacco, alcohol & sugary drinks.
— World Health Organization (WHO) (@WHO) July 3, 2025
To accelerate progress, WHO launches the ‘3 by 35’ initiative, helping governments:
– Cut more consumption
– Raise more revenue
– Save more lives
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- Cutting harmful consumption by reducing affordability
This asks legislators to increase or introduce excise taxes on tobacco, alcohol, and sugary drinks to raise prices and reduce consumption, which the WHO says will cut future health costs and preventable deaths.
- Raising revenue to fund health and development
This entails mobilising domestic public resources to fund essential health and development programmes, including universal health coverage.
- Building broad political support across ministries, civil society, and academia
If met with support, the WHO’s call to international governments, civil society, and development partners to advocate for raising “real prices on tobacco, alcohol, and sugary drinks” could put at least 50% on prices by 2035, through higher taxes.
That soda or energy drink in your hand might be doing more than quenching your thirst. It could be fueling diabetes, heart disease & obesity.
— World Health Organization (WHO) (@WHO) July 3, 2025
WHO is calling for a global push to tax harmful products like sugary drinks & protect millions of lives.
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Epidemic of preventable diseases
Pointing out that tobacco, alcohol, and sugary drinks are “fueling” an epidemic of non-communicable diseases, “including heart disease, cancer, and diabetes,” which account for over 75% of all deaths worldwide,” the WHO refers to a recent report showing “a one-time 50% price increase on these 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, Assistant Director-General, Health Promotion and Disease Prevention and Control, WHO, in a statement. “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.”
In the decade between 2012 and 2022, nearly 140 countries elevated tobacco taxes, which resulted in + 50% average increase in real prices. The WHO says that this is proof “large-scale change is possible.” The organisation, cites examples “from Colombia to South Africa” where health taxes have been associated with reduced consumption and increased revenue.
Industry response
Meanwhile, the industry has responded with a call for progress on health through “multi-stakeholder action, not one-size-fits-all fiscal shortcuts.” Nicholas Hodac, Director General, UNESDA Soft Drinks Europe told Travel Tomorrow the sector is “deeply concerned” by the “3 by 5” initiative, saying the approach “oversimplifies complex nutritional and public health challenges and is not supported by current evidence.”
Hodac pointed to a study by Tax Foundation Europe, that he says “confirms that such taxes fail to impact obesity rates, even in countries that have had these policies in place for years.”
Insisting the sector remains committed to working with policymakers, health experts and civil society, Hodac highlighted UNESDA’s continued leadership of “voluntary efforts in sugar reduction, achieving a 33.9% average reduction since 2000.” Moves have also been made to expand “low-and-no sugar” options, as well as “supporting portion control through smaller pack sizes,” he said, adding that “transparent labelling and responsible marketing practices” are also part of the equation.
National and international action
Individual countries continue to take a stance on smoking, alcohol and other health-related consumption. France has recently expanded its no-smoking zones around schools, parks, playgrounds, public buildings and beaches, as it continues to battle le tabagisme (tobacco addition) and de-normalise smoking. Spain too has banned smoking and drinking on beaches in an effort to address anti-social behaviour and reduce the tobacco butts’ environmental impact and the costs of clear-up and.
The European Commission, meanwhile, is looking at a bloc-wide fiscal approach to cigarettes, something that is supported by the Netherlands and more than a dozen member states.
