Overview

• WHO formally launched the “3 by 35” initiative at the UN Finance for Development conference in Seville, calling on countries to boost real prices on tobacco, alcohol and sugary drinks by at least 50% by 2035 through health taxes.
• The drive is backed by Bloomberg Philanthropies, the World Bank and the OECD, which will provide technical support for implementing higher sin taxes.
• WHO projects the campaign could generate around $1 trillion in revenue by 2035 to strengthen strained health budgets and fund universal health coverage.
• Building on evidence from nearly 140 countries that raised tobacco taxes by over 50% between 2012 and 2022, the initiative highlights reduced consumption and increased revenue in Colombia and South Africa.
• WHO plans to expand its taxation recommendations to include ultra-processed foods once it finalizes a formal definition of those products.