The World Health Organization (WHO) has launched a bold global campaign called the “3 by 35” Initiative to combat rising noncommunicable diseases (NCDs). The 3 by 35 health initiative is significant.
The Initiative urges countries to increase real prices on tobacco, alcohol, and sugary drinks. The goal is to raise prices by at least 50% by the year 2035, contributing to the 3 by 35 health objectives. This can be achieved through targeted health taxes.
Tobacco, Alcohol, and Sugary Drinks Drive the NCD Epidemic
According to WHO, the consumption of these harmful products significantly contributes to the global burden of chronic illnesses.
Heart disease, cancer, and diabetes already account for over 75% of deaths worldwide, and their prevalence continues to rise rapidly.
Health Taxes: A Proven and Efficient Strategy
Dr. Jeremy Farrar, WHO Assistant Director-General, explained that health taxes are among the most effective tools available, supporting 3 by 35 health goals. They help reduce harmful consumption. They also save lives.
A recent report estimates that a one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years.
Raising Revenue to Strengthen Health Systems
The Initiative also aims to raise US$1 trillion in new revenue over the next decade, supporting universal health coverage and development programmes, which aligns with the 3 by 35 health strategy.
Between 2012 and 2022, nearly 140 countries raised tobacco taxes, increasing real prices by over 50% and demonstrating that large-scale policy shifts are achievable.
Learning from Global Success Stories
Countries such as Colombia and South Africa have already implemented successful health taxes, which reduced consumption while generating additional funding for public services.
Yet, many governments still grant tax incentives or maintain agreements that prevent tax increases on unhealthy industries.
Building Strong Political and Public Support
WHO emphasizes that broad collaboration is crucial for success. The Initiative unites global partners who offer policy advice, technical assistance, and practical experience to governments.
By working together, they aim to strengthen national efforts and raise public awareness about the benefits of health-focused taxation, furthering the aims of the 3 by 35 health initiative.
Supporting Countries in Transitioning to Sustainable Funding
Many nations are now looking to build more self-reliant health systems funded by domestic resources rather than external aid.
WHO plans to help these countries design effective policies that cut harmful consumption and generate much-needed revenue.
Key Action Areas for Countries
The “3 by 35” Initiative outlines several priorities for governments.
These include introducing or increasing excise taxes, reducing affordability of harmful products, and engaging ministries, parliamentarians, and civil society in policy design.
A Call to Action for Global Health
WHO is urging countries, civil society, and development partners to endorse the “3 by 35” Initiative and commit to smarter, fairer taxation policies.
Such measures could accelerate progress towards the Sustainable Development Goals and improve health for millions worldwide.
