Hannah Emberton, a 28-year-old resident of Camden and six months pregnant, can count on one hand the number of times she has been offered a seat on the London Underground. Despite wearing her Baby on Board badge—an initiative by Transport for London (TfL) meant to signal to fellow passengers that she might need a seat—her daily commute on the Northern line remains a test of patience and, sometimes, discomfort. "I go into work three times a week on the Tube and I wear my badge every time," Emberton told BBC News. "Everyone is glued on their phone these days—people are less socially aware."
Emberton’s experience is far from unique. As TfL marks the 20th anniversary of its Baby on Board badge, the organization is reflecting on both the progress and the persistent challenges facing pregnant passengers. The badge, first trialed in the summer of 2005 and officially introduced in March 2006, was created following research that painted a stark picture: pregnant customers were made to stand for an average of five stops before being offered a seat, and 35% were never offered a seat at all. Each year since, more than 80,000 badges are distributed to expectant parents across the city.
For Emberton, the badge is a small comfort, but not a guarantee. She’s developed her own strategies for securing a seat, like walking to the front of the platform in hopes of finding a quieter carriage or letting busier trains pass before she boards. "I can count on one hand the number of times people have got up and offered me a seat," she said. And the issue isn’t limited to priority seats, which are designated for people who are disabled, pregnant, or less able to stand. "Those on normal seats could offer up their seat," Emberton added. Yet, she admits she feels anxious about directly asking someone to give up their seat, fearing it could be met with frustration. "I feel anxious about asking someone to give up their seat as I worry it will be met with frustration," she confided.
On March 23, 2026, TfL marked the two-decade milestone of the Baby on Board badge with the launch of a new design specifically for women expecting twins or other multiple births. The move is intended to address the added challenges faced by those carrying more than one baby—challenges that can include high-risk pregnancies, extreme tiredness, and more severe morning sickness. Shauna Leven, chief executive of the charity Twins Trust, welcomed the announcement, telling Evening Standard, "We’re thrilled to hear that parents expecting multiples can now get a Babies on Board badge. 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."
The new badge can be ordered for free through TfL’s website or collected at visitor centres located at major stations on the network. TfL’s partnerships with retailer John Lewis and fashion brand Uniqlo further expand the accessibility of these badges, making it easier for expectant parents to signal their need for a seat on public transport.
The message behind the badge is simple but urgent: be mindful of those who may need a seat more than you. Deputy Mayor for Transport Seb Dance emphasized this point in a statement on March 23, 2026, urging Londoners to look up from their devices and consider the needs of fellow passengers. "Being mindful of those who may need a seat more than them is key to making public transport as accessible as possible," Dance said. The call to action is not just for those sitting in priority seats but for all passengers, as Emberton’s experience makes clear.
Emma Strain, TfL’s customer director, echoed these sentiments and expressed hope that the new badge design will foster a more supportive environment for expectant parents. "We are thrilled to celebrate the 20-year anniversary of the first badge and to offer an additional design," Strain said. "We are sorry to hear if anyone who needs a seat on our services is unable to get one. We recognise that customers may be distracted by their phones or devices rather than looking up to see if someone nearby might need a seat more than them." She added, "We hope the new badges will encourage everyone to look up, be considerate, and offer their seat to others if they can."
Despite these efforts, the reality for many pregnant passengers remains unchanged. The original research that spurred the creation of the badge is still echoed in personal stories like Emberton’s. The badge was never meant to be a magic solution, but rather a gentle nudge—a visual cue to prompt empathy and action. Yet, in a city where commuters are often lost in their screens, that nudge sometimes goes unnoticed.
It’s not just about comfort; for some, standing for long periods during pregnancy can pose health risks. The badge’s continued relevance—and the need for its new iteration—reflects both the progress made and the work still to be done in making London’s public transport truly accessible for all. TfL’s move to create a badge for those expecting multiples is a recognition of the unique challenges faced by this group, and an attempt to ensure "every expectant parent feels supported and seen," as Strain put it.
The badges are free and easy to obtain, but their effectiveness ultimately depends on the willingness of Londoners to look up, notice, and act. TfL’s ongoing partnerships and awareness campaigns aim to keep the issue in the public eye, but as Emberton’s story shows, cultural change can be slow. The hope is that, with time and continued reminders, more passengers will choose kindness over convenience.
As London celebrates two decades of the Baby on Board badge, the message is as vital as ever: a small gesture—offering a seat—can make a world of difference for someone in need. And with a new badge for parents expecting multiples, TfL is taking another step toward a more considerate, inclusive commute for all.