The World Health Organization (WHO) recently launched the "3 by 35" initiative, which aims to reduce the harmful consumption of tobacco, alcohol, and sugary drinks globally. This is part of the broader effort to improve public health through the strategic use of health taxes.
Objective:
The main goal of the initiative is to raise the real prices of tobacco, alcohol, and sugary drinks by at least 50% by 2035. Through this, WHO aims to:
Reduce harmful consumption of these products.
Save lives by preventing related diseases (such as cancer, heart disease, diabetes, and liver cirrhosis).
Generate vital public revenue that can be reinvested into health systems, education, and social welfare programs.
Target:
WHO is aiming to mobilize US $1 trillion over the next 10 years through the implementation of well-designed taxes on these harmful products.
Mobilizing Countries
WHO and its partners will work directly with heads of state, finance ministries, health ministries, and civil society organizations to build political momentum around the initiative.
Countries involved will receive peer learning opportunities, strategic support, and global recognition for their participation in the initiative.
Supporting Country-Led Policies
The initiative will provide direct support to countries to develop tailored health tax policies that are evidence-based and effective in reducing harmful consumption.
A shared knowledge platform will be created to offer guidance, tools, and best practices for countries looking to implement similar taxes.
Building Commitment and Partnerships
The initiative will foster inclusive dialogues to shift public and political perceptions on health taxes.
There will be a focus on creating cross-sector partnerships and strengthening the role of civil society in advocating for sustainable health financing through taxes on these harmful products.
The idea behind the "3 by 35" initiative is that increased taxation on harmful products is a proven public health tool that:
Reduces consumption of harmful products like tobacco, alcohol, and sugary drinks.
Provides financial resources that can be reinvested into health systems and public health programs.
Research has shown that price increases are one of the most effective ways to reduce demand for such products, especially among young people and low-income groups who are more price-sensitive.
The initiative is expected to raise significant funds for health programs, helping countries improve their health systems, increase preventive care, and ensure universal health coverage. By reducing the prevalence of diseases linked to these harmful products, it also aims to improve quality of life globally.
The WHO's hope is that this initiative will help save millions of lives over the next decade and push forward a global movement toward healthier lifestyles.
Challenges: Some governments may face resistance from powerful lobby groups, especially the tobacco, alcohol, and sugar industries, who often argue against higher taxes on their products. Additionally, enforcement of these taxes can be tricky, particularly in countries with less robust regulatory frameworks.
Opportunities: For many nations, this could be a win-win strategy, as it would both improve public health outcomes and generate much-needed funding for other essential services, such as education and infrastructure.
Countries like the UK, Mexico, and Hungary have already successfully implemented sugar taxes, and Australia and France have imposed significant tobacco and alcohol taxes, which have led to declines in consumption and raised substantial revenues for public health.
India is grappling with a nutrition transition, where the traditional, fibre-rich, whole food diet is being replaced by processed, high-calorie foods that contribute to a surge in lifestyle diseases. The growing popularity of junk foods is leading to significant health challenges.
Junk foods, or HFSS foods, are high in fat, sugar, and salt, but low in essential nutrients. Scientific studies have shown how regular consumption of HFSS foods weakens the body’s immune system, increases blood pressure, spikes blood sugar levels, causes weight gain, and raises the risk of developing cancer. In India, packaged foods like cookies, chips, namkeen, sugary drinks, instant noodles, and bakery products fall into this category. These foods contribute to the rising number of lifestyle diseases.
As India urbanizes and its economy grows, there has been a significant rise in lifestyle diseases, driven largely by unhealthy diets. According to a 2023 study by ICMR, 11% of Indians have diabetes, 35% are hypertensive, and 40% suffer from abdominal obesity. These statistics underscore the serious health burden caused by poor dietary habits, especially the increasing consumption of junk foods.
A critical factor in the dietary habits of young people is the aggressive marketing of junk food, with ads often targeting children and teenagers. A study by the Centre for Science and Environment (CSE) found that:
93% of children consume packaged food.
68% drink packaged sweetened beverages at least once a week.
53% eat junk foods daily.
Moreover, India's ultra-processed food industry has seen a compound annual growth rate (CAGR) of 13.37% between 2011 and 2021, and it's expected to be worth USD 535 billion by 2025-26. This rapid growth is fueled by continuous marketing and consumer demand for affordable, quick, and tasty snacks.
The consumption of high GI foods (which rapidly increase blood glucose levels) such as sugary snacks, white rice, maida, and sweetened drinks is prevalent in India. High Glycemic Load (GL) diets are linked to an increased risk of type 2 diabetes and cardiovascular diseases. A diet rich in refined carbohydrates—common in Indian households—makes the overall GL of meals dangerously high, contributing to these health issues.
The FSSAI’s regulations on sugar content state that products can only claim to be "low on sugar" if they contain less than 5 grams of sugar per 100 grams. However, many products marketed as "healthy" still contain significant amounts of sugar. For instance, baby foods like Nestlé's Cerelac contain up to 24 grams of sugar per day when recommended portions are consumed, which puts children at risk for obesity and diabetes.
There’s growing concern about the inclusion of maltodextrin, glucose, and maltose in processed foods for babies and toddlers. These ingredients, derived from the malting process, have a high glycemic index, contributing to insulin resistance, fatty liver, and diabetes. This is particularly problematic as such foods are often marketed as "nutritious" but are actually detrimental to children’s health.
One of the significant issues in India is the lack of a clear and standardized definition for what constitutes an HFSS food. The FSSAI has issued some guidelines, but without a precise definition, it’s difficult to regulate the consumption of these unhealthy foods effectively.
Although the FSSAI has proposed a front-of-pack labelling system to warn consumers about products high in fat, sugar, and salt, the system is still in its infancy. Instead of warning labels, star ratings are being used to indicate a product’s healthiness. This could be misleading, as a food item could have a high star rating despite being high in harmful ingredients like sugar or fat.
The first step towards tackling the junk food problem is to have a comprehensive regulation that defines what is “healthy” and “unhealthy.” The draft notification on front-of-pack labelling and regulation of HFSS foods needs to be implemented. Clear, enforceable guidelines will help regulators identify and restrict unhealthy foods.
The FSSAI has released regulations to protect children from the adverse effects of junk foods, especially in school canteens. These rules need to be strictly enforced, and misleading advertisements, particularly for children’s products, should be banned.
Promoting local and seasonal fruits and vegetables, as well as traditional whole foods like millets, can help combat the rising tide of junk food consumption. Campaigns like “Vocal for Local” can emphasize the health benefits of traditional foods, which are more nutritious and have a lower environmental impact.
Changing the eating habits of children and young adults requires a multifaceted approach. This includes:
Educational campaigns on the risks of junk food.
School-based initiatives to promote healthy eating habits.
Social media influencers can be used to spread awareness about the dangers of junk food consumption.
The government should create positive subsidies for healthy, nutrient-rich foods, making them more affordable. Policies that ensure fruits, vegetables, and millets are cheaper and more accessible than processed foods can promote healthier eating in both rural and urban India.
The FSSAI can implement warning labels on the front of junk food packaging, clearly stating the product’s high content of fat, sugar, or salt. This would empower consumers, especially those with health concerns such as hypertension or diabetes, to make informed choices.
We provide offline, online and recorded lectures in the same amount.
Every aspirant is unique and the mentoring is customised according to the strengths and weaknesses of the aspirant.
In every Lecture. Director Sir will provide conceptual understanding with around 800 Mindmaps.
We provide you the best and Comprehensive content which comes directly or indirectly in UPSC Exam.
If you haven’t created your account yet, please Login HERE !
We provide offline, online and recorded lectures in the same amount.
Every aspirant is unique and the mentoring is customised according to the strengths and weaknesses of the aspirant.
In every Lecture. Director Sir will provide conceptual understanding with around 800 Mindmaps.
We provide you the best and Comprehensive content which comes directly or indirectly in UPSC Exam.
Offline/Online Class