The burden of non-communicable diseases (NCDs) in Europe has become one of the most pressing public health challenges, and a recent report from the WHO Regional Office for Europe provides a disturbing diagnosis: the commercial influence of large industries, such as tobacco, alcohol, ultra-processed foods and fossil fuels, is causing massive and growing harm. According to the report, nearly 7,500 deaths per day in the European Region are related to these commercial determinants, which is equivalent to 25% of all deaths in the region: 2.7 million deaths annually.
The paper delves into how these industries contribute to the spread of NCDs—such as cardiovascular disease, cancer, and diabetes—by exploiting regulatory loopholes, manipulating public policy, and diverting disease prevention efforts. These industries have consolidated their power, successfully stymying any meaningful attempts at regulation that could curb their profit margins.
NCDs account for 90% of deaths in Europe, an alarming percentage that far exceeds other regions of the world. The increase in chronic diseases such as diabetes, respiratory disorders and different types of cancer has not only increased mortality rates, but also the costs associated with health care, directly affecting the economy and the quality of life of millions of people.
This phenomenon is not limited to Western Europe or the most industrialized countries in the region. Low- and middle-income nations in Central Asia, which are also part of the WHO European Region, face increasing health pressure due to the expansion of these industries, which find markets without regulations strict enough to limit their practices.
Industry and health: who is in control?
The WHO report describes what it calls the “industry playbook” – a set of tactics designed to maximise profits at the expense of public health. These tactics range from covert lobbying to funding scientific studies that favour their products, to promoting misinformation in the media and aggressive marketing strategies aimed especially at the most vulnerable, such as young people and the poor.
The effects of these practices are reflected in a steady rise in obesity, hypertension, alcohol and tobacco consumption, and poor nutrition across Europe. The report also highlights how some industries have stepped up their influence during global crises such as the COVID-19 pandemic, taking advantage of instability to strengthen their market position.
WHO calls for action
The report does not simply point out the problems; it also offers solutions. The authors advocate for the creation of strong coalitions, based on principles of equity, sustainability and resilience, that can oppose harmful business tactics. This means reforming economic and legal frameworks to restrict the influence of large corporations in public health policymaking. Governments must act quickly and decisively to implement strict regulations that reduce the power of these industries and ensure the protection of public health.
At an event launching the report in Brussels, Belgian Deputy Prime Minister Frank Vandenbroucke called on parliamentarians and policymakers across Europe to recognise the scale of this challenge. “For too long, we have considered risk factors to be linked primarily to individual decisions,” Vandenbroucke said. Now “we need to reframe the problem as a systemic one, where policies must counteract ‘hyper-consumption environments’, restrict marketing and stop interfering in policymaking.”
Examples of resistance: stricter regulations
Some countries have taken steps towards stricter regulation. Estonia, for example, implemented a tax on sugary drinks with the support of health professionals. Kyrgyzstan adopted tobacco control measures thanks to the mobilisation of women’s councils. And in Slovenia, civil society played a key role in securing the passage of tobacco legislation.
However, these success stories are the exception, not the norm. Most countries remain unable to effectively confront the power of large corporations. Health inequalities persist, and the lack of coordinated action is jeopardizing global targets to reduce NCDs and meet the Sustainable Development Goals for 2030: reducing premature mortality from NCDs by one third through prevention and treatment.
This groundbreaking WHO report highlights the urgent need for a paradigm shift in the fight against non-communicable diseases. Stronger regulation, greater transparency and a multi-sectoral approach involving not only governments but also civil society and academia are required to counter the growing power of industries that perpetuate the cycle of disease and suffering. Only in this way can public health be protected and a healthier future for generations to come ensured. This report serves as a reminder that in matters of public health, the well-being of people must always come before commercial profits.
Source: WHO
