On Tuesday, October 6, 2026, Asos users in the UK received unauthorized push notifications on their app, which the company stated should be disregarded. The notifications contained a message that appeared to be from hackers claiming to have compromised Asos's data storage system. Asos has since emailed customers apologizing for the incident and advised them not to click on the link included in the notification.
The message read, "Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it." In response, Asos took immediate action to restrict access and is currently investigating the situation with advisers and relevant authorities.
Data storage company Snowflake reported to the BBC that its investigations found no compromise of its platform. Asos indicated that the information potentially accessed may include basic personal information such as names and contact details, but it does not believe that payment card information or account passwords were affected.
Asos has advised customers to take several precautions: - Do not click on the link provided in the notification, which directed users to a Telegram account. - Change passwords, particularly if they are used across multiple sites. A strong password should include a mix of numbers, symbols, and both upper and lower case characters. - Enable two-step verification for important accounts, as recommended by the National Cyber Security Centre (NCSC). - Monitor online transactions for any unusual activity.
Charlotte Wilson, head of enterprise at Check Point, a global cyber-security firm, warned that the biggest risk may arise from subsequent attempts to exploit the confusion surrounding the incident. She advised customers to be cautious of unsolicited communications regarding their accounts.
Kat Cereda, a spokesperson for Which?, emphasized that individuals should hang up on any suspicious calls and contact the organization directly through separate means.
As of Tuesday evening, Asos confirmed that its website and app were functioning normally and reassured customers that their priority is to protect them. The company plans to provide further updates as more information becomes available. Customers are encouraged to check Asos's official website for updates.