In a decisive step to confront the growing global burden of chronic diseases, the World Health Organization (WHO) has launched the "3 by 35" Initiative, urging countries to significantly raise health taxes on tobacco, alcohol, and sugary drinks by at least 50 percent by the year 2035.

The goal is to reduce the consumption of these harmful products while generating much-needed domestic revenue to strengthen overstretched health systems.

The initiative comes at a critical time. Health systems around the world are under intense pressure due to rising cases of noncommunicable diseases (NCDs) such as heart disease, diabetes, and cancer, which are now responsible for more than 75 percent of all deaths globally. At the same time, many nations are grappling with declining development aid and increasing public debt. According to recent estimates, a one-time 50 percent price increase on tobacco, alcohol, and sugary drinks could prevent as many as 50 million premature deaths over the next 50 years.

Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion and Disease Prevention and Control, described health taxes as one of the most powerful tools available. He emphasized that they not only help reduce the consumption of unhealthy products but also generate revenue that governments can reinvest into essential services like healthcare, education, and social protection.

The "3 by 35" Initiative has set an ambitious target of raising US$1 trillion in new revenue over the next decade. WHO officials point to successful examples from countries like Colombia and South Africa, where health taxes have resulted in both decreased consumption and increased public revenue. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, leading to more than a 50 percent real increase in prices on average—a clear signal that broad, systemic change is achievable.

However, WHO warns that many countries continue to undermine public health efforts by offering tax incentives to unhealthy industries, including tobacco companies. In some cases, governments have entered into long-term investment agreements with corporations that restrict their ability to raise tobacco taxes. WHO is encouraging nations to critically examine and move away from such policies in order to better align with national health goals.

The success of the "3 by 35" Initiative hinges on strong international cooperation. WHO is partnering with a global network of organizations that offer technical expertise, policy guidance, and on-the-ground experience to help countries implement effective health tax reforms. This collaborative approach aims to raise awareness about the long-term benefits of health taxes and to provide direct support for reform efforts at the national level.

There is growing interest among countries to transition toward more self-reliant, domestically funded health systems. With this in mind, the initiative also focuses on pairing proven health policies with practical implementation strategies tailored to each country’s unique context. WHO is encouraging governments to build coalitions that include ministries of finance and health, legislators, researchers, and civil society leaders, ensuring that health taxes are not only implemented effectively but also receive broad political and public support.

As the world moves closer to 2035, WHO is calling on countries, development partners, and advocacy groups to support the "3 by 35" vision and embrace smarter, fairer taxation. This approach, the organization says, will not only protect public health and save millions of lives but also drive progress toward achieving the Sustainable Development Goals.