From Idu Jude, Abuja
The World Health Organisation (WHO) has advised Nigeria and other member countries to increase the prices of sugary drinks, alcohol, and tobacco by 50% through taxation over the next 10 years to curb the rising prevalence of non-communicable diseases (NCDs).
In a statement published on its website, the United Nations health agency expressed confidence that this measure would reduce consumption of these products, which contribute to diseases such as diabetes and cancers, while generating critical public health revenue.
The call is part of WHO’s “3 by 35 Initiative,” a global effort to raise the real prices of tobacco, alcohol, and sugary drinks (including sugar-sweetened beverages, SSBs) by at least 50% by 2035 through tax increases, tailored to each country’s context.
WHO stated that the initiative comes at a time when health systems face immense pressure from rising NCDs, shrinking development aid, and growing public debt. The consumption of tobacco, alcohol, and sugary drinks fuels the NCD epidemic, with NCDs like heart disease, cancer, and diabetes accounting for over 75% of global deaths. A recent report indicates that a one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years.
“Health taxes are one of the most efficient tools we have,” said Dr Jeremy Farrar, Assistant Director-General, Health Promotion and Disease Prevention and Control, WHO. “They cut the consumption of harmful products and create revenue governments can reinvest in healthcare, education, and social protection. It’s time to act.”
The initiative has an ambitious but achievable goal of raising US$1 trillion over the next 10 years. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, resulting in an average price increase of over 50%, demonstrating that large-scale change is feasible.
Countries like Colombia and South Africa, which have implemented health taxes, have seen reduced consumption and increased revenue. However, many countries continue to offer tax incentives to unhealthy industries, including tobacco, and long-term investment agreements that restrict tobacco tax increases can undermine national health goals. WHO encourages governments to review and eliminate such exemptions to support effective tobacco control and protect public health.
Strong collaboration is central to the success of the “3 by 35” Initiative. Led by WHO, it brings together global partners, including Bloomberg Philanthropies, the World Bank, and the Organisation for Economic Co-operation and Development (OECD), to provide technical expertise, policy advice, and real-world experience to support countries in implementing health taxes.
Many countries, including Nigeria, are exploring transitions to self-reliant, domestically funded health systems and are seeking WHO’s guidance. The “3 by 35” Initiative outlines key action areas to support country-led reforms, including:
– Reducing affordability: Introducing or increasing excise taxes on tobacco, alcohol, and sugary drinks to raise prices, lower consumption, and reduce future health costs and preventable deaths.
– Raising revenue: Mobilising domestic resources to fund essential health and development programmes, including universal health coverage.
– Building political support: Strengthening multisectoral alliances by engaging ministries of finance and health, parliamentarians, civil society, and researchers to design and implement effective policies.
WHO is calling on countries, civil society, and development partners to support the “3 by 35” Initiative and commit to smarter, fairer taxation that protects health and accelerates progress toward the Sustainable Development Goals.
In Nigeria, the National Sugar Tax Coalition has urged the government to act on a simulation study, which found that increasing the SSB tax from N10 per litre to N130 per litre could save thousands of Nigerians from SSB-induced NCDs.