WHO Challenges Countries: Prices of Unhealthy Products Must Rise Dramatically
Sevilla, donderdag, 3 juli 2025.
The World Health Organization is calling on countries to make a bold strategic shift in pricing policy for harmful products. By increasing the prices of tobacco, alcohol, and sugar-sweetened drinks by at least 50% over the next ten years, the WHO aims to fundamentally improve public health. This radical tax measure is designed to discourage consumption of products directly linked to chronic diseases such as diabetes, cardiovascular diseases, and obesity. The WHO bases this approach on previous successes with tobacco taxation, where 140 countries have already introduced higher taxes and seen significant consumption decline. Despite expected industry resistance, the organisation views taxation as one of the most effective instruments to address societal health challenges.
WHO’s Strategic Tax Approach
The World Health Organization (WHO) launched an ambitious proposal last Thursday to increase prices of tobacco products, alcoholic drinks, and sugar-sweetened beverages by at least 50% over the next ten years [1]. This initiative, called ‘3 by 35’, aims to generate 1,000 billion in public revenues while significantly improving public health [2].
Historical Success Factor: Tobacco Taxation
The WHO bases its strategy on previous successes with tobacco taxation. Between 2012 and 2022, nearly 140 countries increased taxes on tobacco products, resulting in an average price increase of more than 50% and a measurable decline in smoking behaviour [3].
International Reactions
Various countries are already showing interest in the proposal. Vietnam approved a proposal in June 2025 to increase consumption tax on alcohol and introduce a levy on sugar-sweetened drinks [4]. The United Kingdom started a consultation round in April 2025 about a potential expansion of the sugar tax [5].
Industrial Resistance
The proposed measures are facing resistance from the industry. Kate Loatman from the International Council of Beverage Producers states that previous research has not demonstrated the effectiveness of such taxes [6].