Disability charity warns Tube station Heineken rebrands risk confusing vulnerable passengers

A disability rights organisation has raised concerns that temporary advertising-led changes to London Underground station names could disorient passengers who depend on familiar signage to travel safely.

The warning follows a Heineken marketing campaign that has seen several Bakerloo line stations in central London briefly renamed to reflect the brewer’s alcohol-free range. Signs at locations including Baker Street and Waterloo have been altered to read “Bakerl0.0” and “Waterl0.0”.

Transport for All said the practice risks undermining the consistency many passengers rely on when navigating the network. Emma Vogelmann from the charity said clarity across the system was essential, particularly for people who already face barriers to travel.

Emma said:

"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."

She argued that accessibility should not be treated as optional and said the Underground offered ample scope for advertising without altering information that passengers depend on. She added that wayfinding and navigation signage should remain off-limits to brands.

The campaign is part of Heineken’s promotion of its zero-alcohol products during Dry January. The company said it had worked alongside Transport for London to help “keep Londoners' social lives on track” during the month.

While acknowledging that the current changes are less extensive than previous campaigns, Ms Vogelmann pointed to a 2023 promotion in which Burberry temporarily renamed Old Street and Bond Street stations, arguing that even subtle alterations could still cause confusion.

Transport for London defended the approach. Emma Strain from TfL said the organisation was “always keen to work with brands to create new experiences” for customers. She added that revenue raised through such partnerships is reinvested back into the capital’s transport system.

TfL said all advertising campaigns are “fully assessed to ensure they do not impact services, staff or customers”. The transport authority previously confirmed that the Burberry rebrand generated £500,000.

Image: Heineken