WHO Urges 50% Tax Hike on Harmful Products by 2035

The World Health Organization (WHO) has launched the “3 by 35” Initiative, a global push urging countries to raise real prices on tobacco, alcohol, and sugary drinks by at least 50% through health taxes by 2035.

The campaign aims to prevent 50 million premature deaths over the next five decades while helping governments generate a projected US$1 trillion in public revenue over the next 10 years.

“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 and Control. “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.”

Noncommunicable diseases (NCDs) like heart disease, cancer, and diabetes account for over 75% of global deaths and are strongly linked to the consumption of tobacco, alcohol, and sugary drinks.

Recent modeling suggests that a one-time 50% price increase on these products would significantly reduce consumption and healthcare burdens while increasing fiscal space for national health programs.

Between 2012 and 2022, nearly 140 countries raised tobacco taxes, resulting in more than a 50% increase in real prices on average, offering strong evidence of feasibility and impact.

Countries like Colombia and South Africa have already experienced dual benefits of reduced consumption and higher government revenue from health-focused taxation.

Despite this, many nations still offer tax breaks to harmful industries, and some long-term investment agreements restrict tax increases, undermining public health goals.

WHO urges governments to review and eliminate such exemptions to strengthen national health policy and reduce the influence of unhealthy industries.

The “3 by 35” Initiative also promotes direct country-level support, pairing evidence-based policies with technical assistance and political engagement to enable reform.

Key action areas include raising or introducing excise taxes, reducing affordability of harmful products, and building multi-sectoral coalitions to support implementation.

WHO envisions health taxes not only as tools for disease prevention but also as a means to mobilize domestic funds for universal health coverage and other Sustainable Development Goals.

In countries like the Philippines, where noncommunicable diseases are on the rise and public healthcare remains underfunded, WHO’s push may provide a strategic framework to improve health outcomes and increase government revenue.

The call to action also aligns with growing national interests in sustainable, self-reliant health systems and declining international development aid.

By supporting the “3 by 35” Initiative, governments can adopt smarter, fairer taxation strategies that protect citizens’ health and build long-term fiscal resilience.