The global burden of noncommunicable diseases (NCDs) including cardiovascular diseases, cancer, diabetes, and chronic respiratory illnesses continues to rise, placing immense pressure on health systems, economies, and communities. In the WHO European Region, NCDs account for the vast majority of deaths and represent one of the biggest obstacles to achieving the Sustainable Development Goals (SDGs).
For over a decade, the WHO has recommended a package of “best buys” evidence-based, cost-effective interventions to reduce exposure to the key NCD risk factors: tobacco and alcohol use, unhealthy diets, and physical inactivity. Yet, the implementation of these best buys has been slow and uneven across countries, and progress toward global targets remains off track.
To bridge the gap between policy and action, a new publication from WHO/Europe introduces the concept of “Quick Buys” a refined set of interventions that deliver measurable population health impacts within five years, aligning with typical political and electoral cycles.
“Policymakers often face short time horizons. This can be a barrier to adopting NCD policies that are perceived to take too long to show results. The Quick Buys address that by identifying interventions that are not only effective and affordable but also fast-acting.”
— Dr. Kremlin Wickramasinghe, WHO Europe
What Are Quick Buys?
Selected based on strong evidence and their ability to show results within five years, these interventions focus on reducing exposure to risk factors and improving treatment outcomes. Here are some key examples:
Tobacco & Alcohol Control
- Smoke-free laws and increased tobacco taxes have immediate effects on health outcomes.
- Alcohol tax increases and advertising bans reduce total consumption quickly.
Healthier Diets
- Front-of-pack nutrition labels help consumers make better choices immediately.
- Mass media campaigns promoting healthy eating show effects within 3 years.
Chronic Disease Treatment
- Hypertension treatment can lower cardiovascular risk within 10 days.
- Early diabetes control and statin use reduce mortality and complications rapidly.
Cancer Prevention
- HPV vaccination for girls and early cervical cancer screening have immediate population-level impact.
JA PreventNCD Supports Swift Action on NCDs
As the 2030 deadline for the SDGs approaches, including Target 3.4 (reducing premature NCD mortality by one-third), countries must accelerate implementation. Yet policymakers are frequently constrained by political realities: budgets, lobbying pressures, and election cycles.
The WHO Quick Buys aim to shift the conversation: away from long-term, abstract benefits toward concrete, near-term health gains. These interventions show that real progress is possible within a single electoral term, offering a politically feasible pathway to meet global health targets.
“These Quick Buys show that investing in prevention doesn’t have to mean waiting decades to see results. With the right political will and intersectoral collaboration, countries can deliver real, measurable health benefits within five years—and JA PreventNCD is working to make that happen,”
- Knut-Inge Klepp, Scientific Coordinator, JA PreventNCD.
For countries participating in the JA PreventNCD, the Quick Buys offer a credible set of policy options to prioritize based on evidence and impact. They also provide a practical pathway to demonstrate early success showing measurable health improvements within a few years while continuing to build momentum for broader, long-term reforms.
The JA PreventNCD was represented by Hanna Tolonen, leader of the Health in All Policies work in JA PreventNCD at the event. She highlighted the critical role of monitoring systems in ensuring the effectiveness and equity of public health interventions, allowing us to track progress and make informed decisions about where to focus future efforts.
In public health, time matters
The new Quick Buys framework doesn’t replace the need for long-term investment, but it shows that smart policy decisions can have swift, measurable, and lasting effects. For countries seeking to meet their commitments under the SDGs and reduce the burden of NCDs, these 25 interventions offer a clear place to start today.
Access the full study in The Lancet Regional Health – Europe:
Quick Buys for Prevention and Control of Noncommunicable Diseases, March 2025
DOI: 10.1016/j.lanepe.2025.101281