The International Council of Beverages Associations (ICBA) has criticised the World Health Organisation (WHO)’s 2025 global report on Sugar-Sweetened Beverage (SSB) Taxes, arguing that renewed calls for higher taxes on sugary drinks and alcohol are not supported by evidence and risk increasing costs for consumers.
In the report, the WHO urged governments to strengthen excise taxes on sugar-sweetened beverages as part of efforts to curb non-communicable diseases. However, ICBA said the policy emphasis overlooks more effective and proven interventions already being adopted by the beverage industry.
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Katherine Loatman, executive director, ICBA, said the association was disappointed that the WHO continued to “downplay” such measures as product reformulation and smaller portion sizes, which she described as having a demonstrable impact on reducing sugar consumption.
“More than a decade of global evidence shows that beverage taxes has not reduced obesity or improved health outcomes,” she said.
She said that while ICBA supports efforts to reduce non-communicable diseases, governments should prioritise policies that are cost-effective and backed by strong evidence. Higher beverage taxes increase the cost of everyday products without helping consumers achieve more balanced diets, Loatman said.
She also noted that the WHO itself has previously concluded that SSB taxes do not qualify as ‘Best Buy’ interventions, policies regarded among the most effective and efficient tools for improving public health outcomes.
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Loatman insisted beverage producers would continue to focus on collaborative measures, including expanding both low and no-sugar product offerings, improving labelling transparency, and maintaining responsible marketing standards.
Sugar taxes remain a contested policy tool globally, with governments weighing public health objectives against inflationary pressures, consumer spending patterns, and the impact on manufacturers and distributors.