The World Health Organization (WHO) has raised fresh concerns that insufficient taxation on sugary drinks and alcoholic beverages is undermining global health initiatives and fuelling preventable diseases. Two new WHO reports released this week reveal that these products have become more affordable in the majority of countries, including several across Africa, between 2022 and 2024.
According to the World Health Organization, sugary drinks became more affordable in 62 countries during this period, while beer became more affordable in 56. The reports indicate that the affordability of these products continues to outpace income growth, especially in low and middle-income countries, where the health and economic burdens of non-communicable diseases (NCDs) such as diabetes, hypertension and liver disease are already significant.
WHO Director-General Dr Tedros Adhanom Ghebreyesus emphasised the need for countries to take stronger fiscal measures, noting that while health taxes are not a universal solution, they remain one of the most effective policy tools available. “Health taxes are not a silver bullet, and they are not simple. They can be politically unpopular and attract opposition from powerful industries with deep pockets and much to lose. However, when implemented effectively, they become a powerful instrument for public health,” Dr Tedros said.
The WHO has been a consistent advocate for increased taxation on health-harming products, urging governments to use fiscal policy not only as a means of generating revenue but also as a deterrent against overconsumption. In 2025, the organisation launched its “3 by 35” initiative, which encourages countries to raise the prices of sugary drinks, alcohol and tobacco products by at least 50 per cent over the next decade. The initiative aims to mobilise up to one trillion US dollars globally by 2035, based on the success of similar health tax policies in countries such as Colombia and South Africa.
In South Africa, the 2018 implementation of the Health Promotion Levy on sugary beverages has provided a key policy reference point across the continent. Early studies conducted by the University of the Witwatersrand and published in The Lancet Global Health suggest that the levy contributed to a notable reduction in sugary drink consumption, particularly among lower-income households. However, public health experts caution that enforcement gaps, industry lobbying and inconsistent regional cooperation continue to limit broader continental progress.
Across the African continent, the issue of health taxation intersects with broader socio-economic realities. Many governments remain cautious about raising taxes on consumer goods due to concerns about inflationary effects and public backlash. However, health economists note that the long-term savings from reduced healthcare costs and improved public health outcomes outweigh the short-term fiscal challenges.
Global food and beverage companies such as The Coca-Cola Company and PepsiCo Inc. have faced growing scrutiny for their marketing strategies and product placement in developing markets. In the United States, the “Make America Healthy Again” campaign led by Health Secretary Robert F. Kennedy Jr. has also reignited debate over the role of processed foods and high-sugar beverages in national health crises.
For Africa, the WHO’s findings raise pressing questions about how public health policy can balance economic development with well-being. With urbanisation and changing consumption patterns leading to a rise in lifestyle-related diseases, experts argue that taxation alone will not be sufficient. Broader education campaigns, local agricultural investment and regulation of food marketing to children are all seen as crucial complementary strategies.
Dr. Matshidiso Moeti, WHO Regional Director for Africa, has repeatedly called for a holistic approach that integrates taxation with community-level health promotion. “Fiscal measures must work hand-in-hand with education, access to nutritious foods and strong primary health systems,” she said during a regional health policy forum in Nairobi last year.
As African governments navigate these competing priorities, the WHO’s latest findings provide both a warning and an opportunity: that evidence-based fiscal policies can play a pivotal role in safeguarding public health while promoting sustainable revenue generation. The challenge remains in ensuring that such measures are equitable, transparent and contextually grounded in African realities.
