ASOS is currently investigating a cyber incident after customers were surprised by a rogue notification sent through its app. The notification, allegedly from hackers, claimed unauthorized access to ASOS’s Snowflake data platform. However, the retailer has yet to confirm any breach of its Snowflake instance.
Details of the Unauthorized Notification
On October 6, 2026, at approximately 10 am, customers received a notification titled “ASOS HACKED.” The message, directed at ASOS’s data protection officer and IT team, warned of a complete compromise of their Snowflake instance and included a link to a Telegram channel. Despite the alarming nature of the message, ASOS has not verified the breach of its Snowflake platform.
ASOS’s Response to the Incident
ASOS has acknowledged unauthorized activity involving third-party communication platforms used to contact customers. The company has already restricted access to these platforms and is collaborating with cybersecurity experts and authorities to investigate the matter. Initial assessments suggest that only basic personal information, such as names and contact details, might have been accessed, while payment information and passwords remain secure.
The retailer reassured customers that its website and app are functioning normally and that it holds a cybersecurity and business continuity insurance policy with a major global provider. The potential impact on trading is still under evaluation.
Understanding the Potential Threat
Snowflake serves as a cloud data platform for storing and analyzing information. Unauthorized access to notification platforms does not equate to a breach of cloud databases or payment systems. Experts suggest that the hackers’ message might be an attempt to embarrass ASOS publicly, rather than an indication of a successful hack.
Investigators are working to determine the method of entry, the systems involved, and whether any customer records were compromised. This incident follows a previous case reported on August 25, 2026, where ASOS customer accounts were accessed through compromised credentials obtained externally.
Advice for Customers
ASOS’s shares saw a decline of over 11% following the incident. Customers are advised to avoid engaging with the Telegram link and to stay informed through official ASOS updates. Be cautious of unsolicited emails or texts that might exploit the situation to request sensitive information. Those using the same password for different accounts should consider changing them immediately to enhance security.
ASOS continues to prioritize customer safety and data protection as the investigation unfolds. Further updates will be provided as the company works to resolve the situation and safeguard its systems from future threats.
