A marketing campaign that temporarily rebrands London’s Bakerloo line as the “Bakerl0.0 line” has sparked criticism from disability rights campaigners, who warn that altering familiar transport signage risks making the network harder to navigate for vulnerable passengers.

The initiative, launched by Heineken 0.0 in partnership with Transport for London, is designed to promote alcohol-free socialising during Dry January. While the brewer says the takeover aims to encourage more connection among commuters, campaigners argue that accessibility should take priority over advertising.

Transport for All, a charity representing disabled and older people, has raised concerns that changes to established line names and station branding could cause unnecessary confusion. The group says clear, consistent information is essential for helping passengers travel safely and confidently across the capital.

Emma Vogelmann from Transport for All said temporary rebrands may be particularly challenging for people with visual impairments, learning disabilities, neurodivergent conditions or those experiencing fatigue or brain fog. She warned that even small changes to signage and wayfinding can create barriers, adding that accessibility “is not optional” and should not be compromised for promotional campaigns.

The criticism echoes earlier objections from the charity when Burberry rebranded Bond Street and Old Street stations in 2023, a move it described at the time as a thoughtless publicity stunt that failed to consider disabled passengers.

Under the current campaign, the Bakerloo line has been renamed the “Bakerl0.0 line” for a limited period, while Waterloo station has briefly become “Waterl0.0”. Heineken 0.0 is also handing out free alcohol-free beer to commuters over the age of 18 on selected days in January. Alcohol has been banned on TfL services since 2008, but non-alcoholic drinks are permitted.

Transport for London has defended the partnership, saying branded activations help generate revenue that can be reinvested into the transport network.

Emma Strain, TfL’s customer director, said the organisation is “always keen to work with brands” to create new experiences for passengers, but stressed that all campaigns are fully assessed to ensure they do not disrupt services or negatively affect customers.

However, accessibility advocates argue that any initiative which alters core navigation cues risks undermining the confidence of those who rely most on consistency. As Vogelmann put it, advertising should never interfere with the essential information people need to move around London safely.