A disabled charity has criticised the rebranding of Bakerloo line stations to promote Heineken’s zero alcohol product, because the advertising campaign will create ‘unnecessary confusion’ for passengers.
Signs along the London Underground‘s Bakerloo line will be rebranded as ‘Bakerl0.0’ and ‘Waterl0.0’.
But Transport for All, a charity which advocates accessibility for disabled passengers, has called the move ‘unsafe’ and ‘stressful’.
Transport for London (TfL) told the BBC that advertising campaigns provide an additional revenue stream and are ‘fully assessed to ensure they do not impact services, staff or customers’.
Heineken said it was partnering with TfL to help Londoners stay social while doing ‘dry January’ – a month when many give up alcohol.
But disabled campaigners say the ads do not consider the impact on vulnerable travellers.
Emma Vogelmann from Transport for All said passengers with additional needs rely on name and navigation signs remaining familiar for their journeys.
She explained: ‘For many 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.’
A disabled charity has criticised the rebranding of Bakerloo line stations to promote Heineken’s zero alcoholproduct, because the advertising campaign will create ‘unnecessary confusion’ for passengers
Signs along the London Underground’s Bakerloo line will be rebranded as ‘Bakerl0.0’ and ‘Waterl0.0’ as part of a partnership with Heineken to promote its zero alcohol products
The advertising campaign follows in the wake of Bond Street Underground Station renamed to ‘Burberry Street’ during London Fashion Week 2023
However, Emma Strain from TfL said the project had a positive impact, with the funding raised set to be invested back into improving the network.
She added that the organisation was ‘always keen to work with brands to create new experiences’ for commuters.
The advertising campaign follows in the wake of a TfL collaboration with fashion when Bond Street Underground Station was changed to ‘Burberry Street’ during London Fashion Week 2023.
Platform signs were repainted knight blue, as a nod to one of Burberry’s new brand colours. Some station maps were also altered to show the station’s temporary name.
However, some criticised the move as ‘moronic’ and a ‘mad idea’, adding that confused wheelchair users might have had to travel several stations further for step-free access if they missed the stop due to the changed signs.
The idea of naming Tube stations and entire lines after brands in a sponsorship deal was previously touted by the 2021 Tory mayoral candidate Shaun Bailey as a way to service TfL’s debt.
London stations have previously been temporarily rebranded, including Canada Water, which was dubbed ‘Buxton Water’ in a deal for the London Marathon in 2015 worth £110,000.
The Daily Mail has contacted TfL and Heineken for comment.
