The World Health Organization has launched its most aggressive health-tax proposal yet, calling on nations to raise prices of tobacco, alcohol, and sugary drinks by at least 50% over the next decade under the “3 by 35” Initiative. This strategy aims to reduce consumption of products linked to chronic diseases such as heart disease, cancer, and diabetes - currently responsible for over 75% of global deaths.

Research shows that increasing prices by half could prevent 50 million premature deaths over 50 years. Nearly 140 countries have already raised tobacco taxes during 2012–2022, achieving real price increases above 50% on average. However, liquor and sugary drink taxes lag behind, with fewer than half of countries aligning them with tobacco standards.

Dr. Jeremy Farrar from WHO described health taxes as "one of the most efficient tools we have". The initiative could generate $1 trillion by 2035, funding health care and development in low-income nations.

Backed by Bloomberg Philanthropies, the World Bank, and OECD, this policy push may face industry resistance. Yet WHO insists that aligning fiscal measures with public health goals is essential for sustainable, equitable progress against non-communicable diseases.