Transport for All, a disabled-led charity, has criticised Transport for London (TfL) for its decision to temporarily rename the Bakerloo line as the Bakerl0.0 line as part of a two-week advertising campaign with Heineken 0.0, which includes Heineken branding appearing on roundels and station signage.
The charity claims the campaign could create confusion on the network and pose barriers for disabled people.
Emma Vogelmann, Co-CEO of Transport for All, said: “Getting around London with confidence and ease depends on having consistent, recognisable information across the Tube network.
“When advertisers change or imitate official signs, it creates unnecessary confusion.
“For many disabled people, including those with visual impairments, learning disabilities, neurodivergent people, or people who experience fatigue or brain fog, these campaigns can turn a routine journey into a stressful or unsafe one.
“Accessibility isn’t optional, it must always come first.
“There is plenty of ad space on the Tube already without undermining essential information.”
The campaign, which launched in partnership with the alcohol-free beer brand, temporarily changes the Bakerloo line’s name to the “Bakerl0.0” line.
Similar branding is being displayed on signage at stations including Oxford Circus, rebranded as “Oxf0.0rd Circus”, and Waterloo as “Waterl0.0”.
As part of the promotion, commuters will be able to pick them up from a roundel-shaped fridge at Waterloo station on Thursday, January 15 and Friday, January 16.
Emma Strain, customer director at TfL, said: “We are always keen to work with brands to create new experiences for the millions of people who travel on our network.
“Though well-planned, creative activations like these, we can help companies reach people as they travel across London.
“Any activations on our network are fully assessed to ensure that they do not impact our services, staff or customers, and the additional revenue raised is invested into London’s transport network to provide further improvements across the capital.”
