The World Health Organization (WHO) has issued a fresh challenge to governments worldwide: raise the price of "sin" or pay the price in lives. In a new policy brief, the global health body is urging nations to aggressively hike taxes on sugary drinks, alcohol, and tobacco to curb the rising tide of non-communicable diseases (NCDs).

The initiative, dubbed "3 by 35," aims to slash preventable deaths by making unhealthy choices economically painful. "Cheap alcohol and sugary soda are fueling a silent pandemic of diabetes, cancer, and heart disease," said WHO Director-General Dr. Tedros Adhanom Ghebreyesus. "Taxation is the most effective vaccine we have against these lifestyle killers."

The Kenyan Context

For Kenya, the directive adds fuel to an already fiery debate. The Treasury’s recent Finance Act faced backlash for increasing excise duty on beverages, but the WHO argues it hasn't gone far enough. The organization recommends that tax should constitute at least 75% of the retail price of tobacco and significantly raise the shelf price of sugary sodas to deter consumption among youth.

• Industry Pushback: Manufacturers have long argued that higher taxes kill jobs and fuel the black market. However, health economists counter that the cost of treating NCDs—now burdening the Social Health Authority (SHA)—far outstrips the tax contribution of these industries.
• The Goal: By 2035, the WHO hopes to see a measurable drop in obesity and addiction rates. It is a bitter pill for consumers, but one the WHO insists is necessary medicine.