That soda or energy drink in your hand might be doing more than quenching your thirst—it could be fuelling a global health crisis. That’s why, on Thursday, July 3, the World Health Organization (WHO) launched a new campaign urging countries to raise taxes on tobacco, alcohol, and sugary drinks by at least 50% by 2035 through health taxes. ALSO READ: Higher taxes on beer and cigarettes: A win for public health, not just revenue The initiative, dubbed “3 by 35,” aims to reduce chronic diseases like diabetes, cancer, and heart disease—conditions now responsible for more than 75% of deaths worldwide—and generate critical public revenue. The “3 by 35” Initiative comes at a time when health systems are under enormous strain from rising noncommunicable diseases (NCDs), shrinking development aid and growing public debt. ALSO READ: No alcohol is the best choice, warns UN health agency The consumption of tobacco, alcohol, and sugary drinks are fueling the NCD epidemic. Noncommunicable diseases, including heart disease, cancer, and diabetes, account for over 75% of all deaths worldwide. ‘Health taxes are one of the most efficient tools’ A recent report shows that a one-time 50% price increase on these products could prevent 50 million premature deaths over the next 50 years. ALSO READ: Rwanda to increase taxes on beers, tobacco “Health taxes are one of the most efficient tools we have,” said Dr Jeremy Farrar, the 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 health care, 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, which resulted in an increase of real prices by over 50% on average, showing that large-scale change is possible. As noted, from Colombia to South Africa, governments that have introduced health taxes have seen reduced consumption and increased revenue but many countries continue to provide tax incentives to unhealthy industries, including tobacco. Moreover, long-term investment agreements with industry that restrict tobacco tax increases can further undermine national health goals. The UN health agency is encouraging governments to review and avoid such exemptions to support effective tobacco control and protect public health. Strong collaboration is at the heart of the “3 by 35” Initiative’s success. Led by WHO, the Initiative brings together a powerful group of global partners to help countries put health taxes into action. These organizations offer a mix of technical know-how, policy advice, and real-world experience. By working together, they aim to raise awareness about the benefits of health taxes and support efforts at the national level. Switch to healthier drinks Dieudonne Bukaba, a nutrition expert in Kigali, said that drinking too many sodas and energy drinks can harm your health by causing weight gain, tooth decay, heart problems, poor sleep, dehydration, and weak bones. It is best to enjoy them only occasionally and choose healthier options like water or natural juices instead, he advised. “If you drink sodas or energy drinks, do so occasionally. Choose sugar-free options, and dilute them with water but, for better health, switch to water, sparkling water, herbal tea, or natural fruit juices instead,” Bukaba added. Bukaba explained that sodas and energy drinks pack huge amounts of sugar – leading to weight gain, diabetes, and rotten teeth – and overload you with caffeine which causes heart palpitations, anxiety, and sleep problems, and contain acids that weaken bones and damage teeth. “Over time, they can also dehydrate you, strain your kidneys, and increase heart disease risk. Cutting back or switching to healthier drinks can protect your long-term health,” Bukaba noted. Hyguette Irambona, a nutritionist at Gardens for Health International, a nonprofit tackling malnutrition through farming and health education in Kigali, said sodas and energy drinks are packed with simple sugars that spike blood glucose levels. An occasional drink may not pose immediate danger but, she said, the problem arises with the craving it triggers. One drink often leads to another, creating a cycle of blood sugar spikes and crashes, resulting in fatigue, intense hunger, and low energy, she added. “For people living with diabetes, these beverages are particularly harmful, causing a rapid rise in blood glucose. Since the body lacks sufficient insulin to lower those levels, the sugar remains in the bloodstream. Over time, this can damage organs and lead to serious complications such as diabetic coma or limb amputation. The pancreas and liver are placed under extreme stress.” She added that high blood glucose can raise blood pressure and strain the heart, noting that excess sugar is converted into lipids, which clog arteries and increases heart disease risk. Irambona explained that even fruit juices, commonly considered healthy, have effects comparable to sodas, especially when fiber is removed. “I always recommend eating the whole fruit rather than drinking juice, even if homemade. Natural fiber helps regulate sugar absorption and supports digestion.” Three goals The “3 by 35” Initiative introduces key action areas to help countries, pairing proven health policies with best practices on implementation. These include direct support for country-led reforms with three goals – cutting harmful consumption by reducing affordability; raising revenue to fund health and development; and building broad political support across ministries, civil society, and academia – in mind. To cut harmful consumption by reducing affordability, governments are urged to increase or introduce excise taxes on tobacco, alcohol, and sugary drinks to raise prices and reduce consumption, cutting future health costs and preventable deaths. To raise revenue to fund health and development, governments need to mobilise domestic public resources to fund essential health and development programmes, including universal health coverage. To build broad political support across ministries, civil society, and academia, countries need to strengthen multisectoral alliances by engaging ministries of finance and health, parliamentarians, civil society, and researchers to design and implement effective policies. The UN health agency 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.
