World Health Organisation (WHO) has advised Nigeria and other member countries to increase the prices of sugary drinks, alcohol, and tobacco by 50 per cent through taxation 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 the measure would reduce consumption of the products, which contribute to diseases such as diabetes and cancer.

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, SSBs) by at least 50 per cent by 2035 through tax increases, tailored to each country’s context.

WHO stated that the initiative came at a time when health systems faced 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 NCDs like heart disease, cancer, and diabetes accounting for over 75 per cent of global deaths. A recent report indicates that a one-time 50 per cent price increase on the products could prevent 50 million premature deaths over the next 50 years.

Strong collaboration, according to WHO, 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 experience to support countries in implementing health taxes.

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

They include reducing affordability, raising revenue, and building political support. 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 N10 per litre to N130 per litre could save thousands of Nigerians from SSB-induced NCDs.