The International Council of Beverages Associations (ICBA) has criticised the 2025 global report by the World Health Organisation (WHO), which calls on governments to significantly increase taxes on sugar-sweetened beverages (SSBs) and alcohol.
Katherine Loatman, executive director of ICBA, said the association is disappointed with what it described as WHO’s continued focus on taxation, while downplaying proven sugar-reduction strategies such as product reformulation and smaller portion sizes.
Loatman said more than a decade of global evidence shows that taxes on sugar-sweetened beverages have not reduced obesity rates or delivered meaningful improvements in public health outcomes.
While noting that ICBA shares the goal of accelerating progress in tackling non-communicable diseases, she said governments should prioritise cost-effective interventions backed by strong evidence.
“It is disappointing to see WHO continue to downplay proven sugar reduction measures such as reformulation and smaller portion sizes in favour of making unproven claims about taxes, which make daily life more expensive and do not help consumers achieve balanced diets,” Loatman said.
She added that WHO itself has repeatedly concluded that such taxes are not considered “Best Buy” policies — meaning they are not among the most effective measures for addressing complex public health challenges.
Loatman said the global beverage industry remains committed to collaborative and innovative solutions, including expanding access to low- and no-sugar beverage options, supporting clear and transparent labelling, and maintaining high standards for responsible marketing.
The International Council of Beverages Associations is an international non-governmental organisation established in 1995, representing the interests of the global non-alcoholic beverage industry.
Its members include national and regional beverage associations, as well as international beverage companies operating in more than 200 countries and territories.
