Taxing tobacco works: 15 years of data show higher prices mean fewer smokers

A new independent analysis covering 15 countries confirms that when governments substantially raise taxes on tobacco, people smoke less and revenues go up. Every country studied showed improvements in cigarette taxation between 2009 and 2025, with the biggest gains coming from bold, consistent, and inflation-adjusted increases.

The Philippines and Ukraine led the pack, with real cigarette price increases of 638% and 659%, respectively, over the study period. The Philippines also earmarked tobacco tax revenue to fund universal health coverage — a model WHO is highlighting as a blueprint for other nations. Countries like India, Brazil, and Pakistan saw adult smoking prevalence drop by 43%, 34%, and 37%, respectively, between 2010 and 2025. WHO's 3 by 35 Initiative is now pushing governments to apply the same logic to alcohol and sugary drinks, targeting a 50% real price increase across all three product categories by 2035.

By the Numbers:

• 638% — real price increase for cigarettes in the Philippines (2008–2024)
• 659% — real price increase for cigarettes in Ukraine over the same period
• 43% — relative drop in adult tobacco use in India (2010–2025)
• 116 countries levy a national excise tax on sugary drinks, yet the global median excise share is just 2.4% of retail price
• WHO's 3 by 35 targets: raise cigarette pack prices from $4.70 → $9.60; beer from $1.30 → $3.10; sugary drinks from $0.90 → $1.90 per 330 ml

Why it matters: This analysis offers a clear, evidence-based roadmap for reducing noncommunicable diseases globally. Higher health taxes don't just curb harmful consumption — they generate revenue that can be reinvested in healthcare systems, making them a compelling tool for governments and public health alike.