Islamabad: In a bold global move to combat chronic diseases and boost domestic health funding, the World Health Organization (WHO) Wednesday launched the “3 by 35” Initiative, urging countries to raise the real prices of tobacco, alcohol, and sugary drinks by at least 50% through taxation by 2035.
The objective of the “3 by 35” Initiative, is to save up to 50 million lives and generate over US$1 trillion in additional public revenue over the next decade.
WHO called on countries to significantly increase taxes on tobacco, alcohol, and sugary drinks — products blamed for fueling the global epidemic of noncommunicable diseases (NCDs) such as heart disease, cancer, and diabetes.
Titled the “3 by 35” Initiative, the plan urges governments to raise the real prices of these products by at least 50% by the year 2035, aiming to save millions of lives and raise trillions in revenue for health and development.
WHO estimates that a one-time 50% increase in the retail prices of these three harmful products could prevent 50 million premature deaths globally over the next 50 years.
Tobacco use alone causes over 7 million deaths annually, while excessive consumption of alcohol and sugary beverages continues to strain already fragile health systems.
“Health taxes are one of the most efficient tools we have,” said Dr. Jeremy Farrar, WHO’s Assistant Director-General for Health Promotion. “They reduce the consumption of harmful products while generating critical revenue that can be reinvested in health, education, and social protection. It’s time to act.”
Backed by a powerful coalition of global development partners, civil society organizations, and academic institutions, the WHO initiative aims to mobilize at least US$1 trillion in additional revenue over the next ten years.
Between 2012 and 2022, nearly 140 countries increased tobacco taxes, leading to an average 50% rise in real prices — demonstrating that large-scale policy change is achievable.
The campaign also seeks to reverse harmful incentives, including tax exemptions and investment agreements that continue to benefit tobacco and beverage giants in many countries. WHO is urging governments to dismantle such loopholes and align fiscal policies with national health priorities.
The 3 by 35 Initiative introduces a multi-pronged strategy: mobilizing political will at the highest level, offering country-specific technical assistance, and strengthening domestic policy frameworks.
Countries joining the initiative will receive policy guidance, legal and administrative support, and access to a global peer-learning platform.
The timing is critical. As official development assistance (ODA) declines and global debt levels rise, WHO is encouraging nations — especially low- and middle-income economies — to adopt sustainable, homegrown financing mechanisms. According to WHO projections, even a modest price hike could raise US$3.7 trillion globally within five years — roughly 0.75% of the world’s GDP.
From Colombia to South Africa, countries that have implemented such health taxes report both decreased consumption of unhealthy products and increased funding for health services. WHO hopes more nations — including Pakistan, where NCDs account for a growing share of mortality — will join the global push.
“Smart taxation is not just good economics — it’s essential public health,” WHO said, calling on civil society, policymakers, and global partners to rally behind the “3 by 35” blueprint for a healthier and more resilient future.
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