Major tobacco-tax reforms in several emerging economies have sharply increased cigarette prices and helped drive down smoking, offering powerful lessons for countries seeking to protect health, raise revenue and advance the World Health Organization’s 3 by 35 Initiative.

A new independent analysis of 15 countries finds that every country made improvements to cigarette taxation between 2009 and 2025. The strongest results came where governments acted boldly, substantially raising taxes, simplifying tax systems and preventing cigarettes from becoming more affordable as incomes rose.

WHO urges countries to use health taxes to increase the real prices of tobacco, alcohol and sugary drinks by 2035. The 3 by 35 Initiative aims to reduce consumption of products that drive noncommunicable diseases and injuries, while generating resources that governments can invest in health and development.