TfL Marks 20 Years of “Baby on Board” Badge with New Design

Transport for London (TfL) is marking the 20th anniversary of its “Baby on Board” badge with the launch of a new design, including a version specifically for expectant parents carrying multiple babies.

The updated initiative introduces a free “Babies on Board” badge, aimed at supporting those pregnant with twins, triplets or more, as part of efforts to make London’s public transport network more inclusive and accessible.

Deputy Mayor for Transport, Seb Dance, said the move is intended to help ensure passengers can “experience London to its fullest” by improving accessibility across the network.

He added that the badges also serve as an important reminder for other passengers to be considerate:

“We hope these badges encourage Londoners to be mindful of those who may need a seat.”

The original “Baby on Board” badge was introduced in March 2006 following a successful trial the previous year. Research at the time found that pregnant women were often left standing for several stops, with more than a third reporting they were never offered a seat.

Despite the scheme’s long-standing presence, some passengers say challenges remain. Hannah Emberton, 28, who is six months pregnant, said she is rarely offered a seat while commuting on the Tube.

“I go into work three times a week on the Tube and I wear my badge every time,” she said. “Everyone is glued on their phone these days – people are less socially aware.”

Emberton added that she can “count on one hand” the number of times she has been offered a seat and admitted she often feels anxious about asking others to move.

She also suggested that passengers in standard seating areas, not just designated priority seats, should be more proactive in offering their place.

The new badge has been welcomed by charities supporting families with multiple births. Shauna Leven, Chief Executive of Twins Trust, said:

“For expectants pregnant with twins, triplets or more, life can be more challenging as they might face a high-risk pregnancy, extreme tiredness and morning sickness.”

TfL hopes the refreshed campaign will raise awareness and encourage greater consideration among passengers, ensuring those who need a seat are better supported across the network.