Movendi International Partners With Ambitious New WHO-Led 3×35 Initiative to Promote Health and Development For All Through Alcohol and Other Pro-Health Taxes
July 3, 2025 (Sevilla, Spain) – The World Health Organization (WHO) has launched a major new initiative urging countries to raise real prices on tobacco, alcohol, and sugary drinks by at least 50% by 2035 through health taxes, in a move designed to curb chronic diseases 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.
The consumption of tobacco, alcohol, and sugary drinks are fueling the NCD epidemic. NCDs, including heart disease, cancer, and diabetes, account for over 75% of all deaths worldwide. A recent report shows that a one-time 50% price increase on these health harming 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, 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 healthcare, education, and social protection. It’s time to act.”
Dr Jeremy Farrar, Assistant Director-General, Health Promotion and Disease Prevention and Control, World Health Organization
The “3 by 35” Initiative Targets Tobacco, Alcohol, and Sugary Drinks to Prevent Deaths and Boost Health and Development Funding
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 increase of real prices by over 50% on average, showing that large-scale change is possible.
From Colombia to South Africa, governments that have introduced pro-health taxes have seen reduced population-level consumption of health harming products and increased revenue.
Countries such as Lithuania and Sri Lanka are experiencing the benefits of raising alcohol taxes. And most recently Brazil, Viet Nam and Bhutan decided to raise alcohol taxes.
In Sri Lanka, the government exceeded its tax revenue target for the first quarter of 2024 in part thanks to two alcohol tax increases of 20% implemented in 2023. And in Lithuania, the 2017 alcohol excise tax increase delivered significant health improvements as well as economic benefits. According to a recent landmark study, the country gained €420 in economic benefits for every €1 invested in raising the alcohol excise tax. Alcohol deaths dropped by 22% and tax revenues rose by 38%.
These are just two examples showcasing how raising alcohol excise taxes helps prevent and reduce harm, improve public finances, and narrow health inequities.
A Powerful Group of Global Partners, Including Movendi International, Will Help Countries Put Pro-Health Taxes Into Action
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 pro-health taxes into action. These organizations, including Movendi International, 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 pro-health taxes and support efforts at the national level.
Many countries have expressed interest in transitioning toward more self-reliant, domestically funded health systems and are turning to WHO for guidance.
The 3×35 Initiative is very timely, much needed, and very promising,” said Kristina Sperkova, International President of Movendi International.
We see that a growing number of countries is interested in raising alcohol excise taxes and is asking for support. We also see that people and communities support raising alcohol taxes because they want change concerning the high levels of alcohol harm. And we see that there are excellent country examples from around the world that show the impressive benefits of raising alcohol taxes.”
Kristina Sperkova, International President, Movendi International
Movendi International released a policy brief in April 2024 with eight case stories of alcohol tax implementation in eight different countries, where the result of the alcohol tax changes have been evaluated scientifically in peer-reviewed articles, or by WHO experts.
The brief details the positive impacts of raising alcohol taxes in Botswana, Estonia, Lithuania, Russia, South Africa, Thailand, and the Philippines. And it shows with the case of Finland the harms that increase from reducing alcohol taxes and prices.
The policy brief “Alcohol Tax Implementation Case Stories” is a contribution to the advocacy work of RESET Alcohol Initiative country partners.
Three Key Action Areas In Support of Countries
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 the following goals in mind:
- Cutting consumption of health harming products by reducing affordability;
Increase or introduce excise taxes on tobacco, alcohol, and sugary drinks to raise prices and reduce affordability to lower population-level consumption, cutting future health costs and preventable deaths. - Raising revenue to fund health and development;
Mobilise domestic public resources to fund essential health and development programs, including universal health coverage. - Building broad political support across ministries, civil society, and academia;
Strengthen 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.
Movendi International welcomes the 3×35 Initiative and we call on countries to follow best practice examples in raising alcohol taxes to protect people from preventable harm, promote health, support national development, and strengthen economies,” said Pubudu Sumanasekara, International Vice President of Movendi International.
With our work we can show the impressive benefits of raising alcohol taxes for reaching 15 of the 17 Sustainable Development Goals. We can also show that people support raising alcohol taxes – especially when they understand how the additional revenue is invested to improve healthcare and social justice. And from working in diverse countries around the world, we can show how countries can overcome alcohol industry interference and how they can unlock the benefits of alcohol taxation to achieve concrete national policy priorities.”
Pubudu Sumanasekara, International Vice President, Movendi International
Note for editors
Partners and champions
Collaborating organizations and champions of the “3 by 35” Initiative include:
- Alliance for Health Policy and Systems Research
- Bloomberg Philanthropies
- Campaign for Tobacco Free Kids
- Centre for Global Development (CGDev)
- Economics for Health at Johns Hopkins Bloomberg School of Public Health
- Movendi International
- NCD Alliance
- OECD
- SEATCA – Southeast Asia Tobacco Control Alliance
- United Kingdom
- United Nations Development Programme (UNDP)
- Vital Strategies
People’s support
Data from surveys by Gallup and by Vital Strategies for the RESET Alcohol Initiative shows that people support raising alcohol taxes.
About Movendi International
With 170+ Member Organization from 60+ countries, Movendi International is the largest independent global social movement for development through alcohol prevention. We unite, strengthen and empower civil society to tackle alcohol as serious obstacle to development on personal, community, societal and global level.