A disability advocacy organization has expressed concern that the commercial rebranding of a London Underground line could create “unnecessary confusion” for certain passengers.

As part of a promotional effort by Heineken for its alcohol-free products, signage at Bakerloo line stations in central London is transitioning to names like “Bakerl0.0” and “Waterl0.0.”

Emma Vogelmann from Transport for All emphasized that navigating London with ease and confidence relies on having “consistent and recognizable information throughout the Tube network.”

Transport for London (TfL) responded that advertising initiatives offer crucial funding and undergo thorough evaluation to ensure they do not disrupt services, staff, or customers.

The Dutch brewery explained that its collaboration with TfL aims to support “Londoners in maintaining their social lives” during what many will observe as an alcohol-free “dry January.”

Although Heineken’s rebranding is less overt than some past efforts—such as Burberry’s temporary renaming of Old Street and Bond Street stations—Ms. Vogelmann argued that changing names and directional signage for advertising purposes leads to unnecessary confusion.

She pointed out, “For a variety of individuals—including those with visual impairments, learning disabilities, neurodivergent individuals, and others who may experience fatigue or brain fog—these promotions can transform a routine trip into a stressful or unsafe experience.”

Vogelmann asserted that accessibility is essential, noting there is ample advertising space available on the Tube without compromising vital information.

Emma Strain from TfL remarked that the organization is “always eager to collaborate with brands to develop new experiences” for the millions utilizing the network.

She also highlighted that revenues generated from advertising partnerships are reinvested into enhancing London’s transportation system.

Burberry’s temporary name changes for the two stations provided TfL with £500,000 in funding.