GENEVA: The World Health Organisation on Wednesday urged countries to massively increase the price of tobacco, alcohol and sugary drinks to raise public revenue and cut chronic disease.

The global body said prices should be raised by at least 50 percent by 2035 because increased consumption was fuelling an epidemic of non-communicable diseases or NCDs, including heart disease, cancer and diabetes.

It pointed to a recent report that suggested that a one-time 50-pc price hike on tobacco, alcohol and sugary drinks could prevent 50 million premature deaths over the next 50 years.

“Health taxes are one of the most efficient tools we have,” said the WHO’s assistant director-general of health promotion and disease prevention and control, Jeremy Farrar.

“They cut the consumption of harmful products and create revenue governments can reinvest in health care, education and social protection. It’s time to act.” The WHO’s “3 by 35” initiative comes at a time when health systems are under huge pressure from increasing numbers of NCDs, shrinking development aid and ballooning public debt.

The introduction of health taxes has seen reduced consumption and increased revenue, a statement said, calling for a review of some countries’ continued tax incentives for “unhealthy industries” such as tobacco.

NCDs account for more than 75pc of all deaths across the world, according to the WHO. Tobacco on its own causes more than seven million deaths every year.

Published in Dawn, July 3rd, 2025