“Could Prevent 50 Million Premature Deaths” — WHO Urges Nigeria To Tax Sugary Drinks, Alcohol, Tobacco

The World Health Organisation (WHO) has advised Nigeria and other member countries to increase taxes on sugary drinks, alcohol, and tobacco by 50% 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 the consumption of these products—major contributors to diseases such as diabetes and cancer—while also 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, or 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 are under 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 diseases such as 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, WHO Assistant Director-General for Health Promotion and Disease Prevention and Control. “They reduce the consumption of harmful products and generate revenue that governments can reinvest in healthcare, education, and social protection. It’s time to act.”

The initiative aims to raise an estimated US$1 trillion in revenue over the next decade. Between 2012 and 2022, nearly 140 countries increased tobacco taxes, resulting in an average price hike of over 50%—proof that large-scale change is achievable.

Countries like Colombia and South Africa, which have implemented health taxes, have seen both reduced consumption and increased revenue. However, many countries still offer tax incentives to unhealthy industries, including tobacco, and long-term investment agreements that restrict tobacco tax hikes can undermine national health goals. WHO is encouraging 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 support for implementing health taxes.

Many countries, including Nigeria, are currently exploring transitions to self-reliant, domestically funded health systems and are seeking WHO’s guidance. The “3 by 35” Initiative outlines key areas of action to support country-led reforms, including:

– Reducing affordability: Introducing or increasing excise taxes on tobacco, alcohol, and sugary drinks to raise prices, reduce consumption, and lower 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 (SDGs).

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 ₦10 per litre to ₦130 per litre could save thousands of Nigerians from sugar-induced NCDs.