July 07, (THEWILL) — In a bold move to curb the rising global burden of non-communicable diseases (NCDs), the World Health Organisation (WHO) has urged Nigeria and other nations to increase the prices of sugary drinks, alcohol, and tobacco products by at least 50 per cent through higher taxation over the next decade.
The recommendation, published on the WHO’s website, is part of its new “3 by 35 Initiative,” which aims to reduce the consumption of harmful products and generate revenue for public health investments.
According to WHO, the initiative could prevent up to 50 million premature deaths globally over the next 50 years and generate an estimated $1 trillion in additional government revenues within 10 years—funds that could be reinvested into healthcare, education, and social protection systems.
Dr. Jeremy Farrar, WHO Assistant Director-General for Health Promotion, Disease Prevention, and Control, described health taxes as one of the most effective tools for reducing the burden of preventable illnesses.
“Health taxes cut the consumption of harmful products and create revenue governments can reinvest in health care, education, and social protection. It’s time to act,” Farrar said.
WHO estimates that NCDs—such as diabetes, cancer, and heart disease—account for more than 75 per cent of global deaths. The rising consumption of tobacco, alcohol, and sugar-sweetened beverages (SSBs), it said, continues to fuel this crisis while straining healthcare systems—especially in low- and middle-income countries battling debt and limited external aid.
Under the “3 by 35” initiative, countries are encouraged to increase the real prices of any or all of the three targeted products—tobacco, alcohol, and sugary drinks—by at least 50 per cent by 2035. WHO noted that while each country must adopt a strategy suited to its context, the shared goal remains to protect public health and improve the sustainability of health systems.
The organisation also warned against tax holidays or long-term agreements with industry players—especially in the tobacco sector—that block tax hikes. WHO urged governments to reassess such arrangements as part of broader health financing reforms.
In Nigeria, the National Sugar Tax Coalition has welcomed the WHO’s call, urging the federal government to consider findings from a recent simulation study. The study projects that raising the SSB tax from the current N10 per litre to N130 per litre could significantly reduce sugar consumption and prevent thousands of cases of obesity, type 2 diabetes, and some forms of cancer.
Although Nigeria introduced the N10 per litre excise tax on SSBs in 2022 under the Finance Act, public health experts argue that the rate remains too low to impact consumer behaviour or achieve meaningful health outcomes.
WHO highlighted the effectiveness of similar measures elsewhere. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, resulting in an average real price increase of over 50 per cent. Countries such as Colombia and South Africa have also seen reduced sugary drink consumption and increased tax revenue following the introduction of health taxes.
The “3 by 35” initiative is backed by a coalition of global partners, including economists, civil society groups, and research institutions. The consortium will support governments in designing, implementing, and enforcing effective health tax policies.
WHO described the initiative as a chance to mobilise domestic funding for universal health coverage and promote stronger collaboration between ministries of health and finance, lawmakers, civil society, and academia.
As Nigeria grapples with its growing NCD burden, experts say bold policy decisions like implementing WHO’s recommendations could be critical to building a healthier population and a more resilient healthcare system.
Janefrances Ebere Chibuzor is a Tourism Writer at THEWILL
