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WHO proposes radical plan to combat harmful products
The growing burden of noncommunicable diseases worldwide is not only a clinical challenge but also a powerful financial blow to health systems. Cardiovascular disease, cancer, and diabetes account for more than 75% of all deaths worldwide. At the same time, a significant proportion of these diseases have a common basis: excessive consumption of tobacco, alcohol, and sugary drinks. In this context, clinical practice is closely intertwined with public policy — it is at the intersection of these areas that the WHO initiative called “3 by 35” emerged.
The essence of the initiative is to increase the real prices of tobacco products, alcohol, and sugary drinks by at least 50% by 2035 through targeted taxation. This is where the name of the project comes from – “3 by 35”. This mechanism has already proven its effectiveness: in more than 140 countries between 2012 and 2022, tax increases on tobacco led to an increase in the real price of the product by more than half. As a result, there has been a real decrease in consumption and a reduction in the prevalence of the above-mentioned diseases.
According to experts’ estimates, a one-time 50% increase in prices for these three product groups could prevent about 50 million premature deaths over the next 50 years. In monetary terms, this represents the potential to mobilize more than US$1 trillion in additional revenue for government budgets over the next decade—a resource that can be used to strengthen health care, expand access to medical care, and achieve universal coverage goals.
These taxes are not only a means of limiting the availability of harmful products, but also an effective tool for shaping a culture of health. For doctors, this means a potential reduction in the number of patients with serious complications related to smoking, alcoholism, or obesity. For the healthcare system, it means a reduction in long-term costs for the treatment of chronic diseases. For governments, it is a path to sustainable domestic financing without critical dependence on international aid.
The WHO emphasizes that the implementation of the initiative requires adaptation to each specific country: from the development of national tax legislation to establishing communication with the public and the professional community. The project is actively supported by global partners, from the World Bank and the United Nations Development Programme to civil society organizations that help build political support and provide technical assistance.
The 3 by 35 initiative is more than just tax regulation. It is an example of how health can be a driver of economic stability and development. The medical community has the opportunity to be not only a witness to this transformation, but also an active participant.
The “3 by 35” Initiative introduces key action areas to help countries, pairing proven health policies with best practices on implementation. These include direct support for country-led reforms with the following goals in mind:
- Cutting harmful consumption by reducing affordability;
Increase or introduce excise taxes on tobacco, alcohol, and sugary drinks to raise prices and reduce consumption, cutting future health costs and preventable deaths.
- Raising revenue to fund health and development;
Mobilize domestic public resources to fund essential health and development programmes, including universal health coverage.
- Building broad political support across ministries, civil society, and academia;
Strengthen multisectoral alliances by engaging ministries of finance and health, parliamentarians, civil society, and researchers to design and implement effective policies.
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