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ASOS Customers Receive Hacker Notifications Amid Ongoing Cyber Incident

ASOS is investigating unauthorised activity involving third-party customer communication platforms. Here is what is known and what customers should do.
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ASOS says some customers received an unauthorised push notification around 10am on 6 October 2026 and that it is investigating activity involving third-party platforms used to communicate with customers. The company says names and contact details may have been accessed, but its current assessment is that payment-card information and account passwords were not affected. The investigation is ongoing, and the final scope has not been established.

What happened at ASOS?

ASOS says an unauthorised notification was sent to some customers and that it is investigating unauthorised activity involving third-party platforms it uses for customer communications. It says it took immediate steps to restrict access and is working with internal and external specialist advisers and relevant authorities. ASOS also says its website and app remain available. ASOS Customer Care incident update

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ASOS’s regulatory announcement, dated 6 October 2026, says names and contact details may have been accessed. The company does not currently believe payment-card information or account passwords were impacted. This is ASOS’s assessment while its investigation continues, not a final independently verified forensic finding. ASOS plc regulatory announcement

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The notification reportedly claimed that attackers had compromised a Snowflake instance and threatened to leak data. The official statements cited here do not confirm that claim, a data-exfiltration event, the root cause, or how many customers were affected. Treat the Snowflake reference as an attacker’s claim, not confirmation that Snowflake was breached. ASOS reported 16.5 million active customers across more than 100 markets in its announcement; that company-wide figure is not an incident impact estimate.

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What should ASOS customers do?

Ignore the notification and its link

ASOS advises customers to disregard the unauthorised notification and not click or engage with its external link. The company says it is not currently asking customers to change their ASOS password or take other action; it says it will contact affected customers directly if that advice changes. ASOS’s incident guidance

Take the NCSC’s broader precautions

The UK National Cyber Security Centre advises ASOS customers to assume they may be affected even if they did not receive the notification. Its guidance is precautionary and distinct from ASOS’s current incident-specific instruction not to change passwords at this time. The NCSC recommends:

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  • Redeem your gift card by visiting to asos website (Note: You must have the browsing country set to the USA)- super simple.
  • Click the button that reads 'LET'S GO!'
  • Input your 19-digit code, 8 digit PIN and email address that you purchased your ASOS gift card with from Amazon USA
  • Tick the 'I'm not a robot' box and then click 'Next'.
  • A 16-digit code will now appear on screen, this is your activated ASOS gift card!
  • Watch for suspicious follow-up messages that refer to the incident or claim to be from ASOS.
  • Avoid suspicious links in push notifications, emails, and other messages.
  • Review account activity for anything you do not recognise.
  • Use passkeys or strong, unique passwords, and turn on two-step verification where available.

UK NCSC: Incident affecting ASOS customers

Check that a message is genuinely from ASOS

ASOS says it uses an ASOS-branded email address or a verified social account, and warns that impersonators may use fake social accounts, email, messaging apps, or websites. If you have concerns, contact Customer Care through ASOS’s own site rather than a link in an unexpected message. ASOS: How do I know I’m talking to ASOS?

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Is payment information safe?

ASOS’s current assessment is that payment-card information and account passwords were not impacted, while names and contact details may have been accessed. That is not a guarantee that the investigation is complete. No confirmed number of affected customers or independently verified amount of data accessed is stated in the official incident sources cited here.

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ASOS eGift Card - $25 - Standard
  • Redeem your gift card by visiting to asos website (Note: You must have the browsing country set to the USA)- super simple.
  • Click the button that reads 'LET'S GO!'
  • Input your 19-digit code, 8 digit PIN and email address that you purchased your ASOS gift card with from Amazon USA
  • Tick the 'I'm not a robot' box and then click 'Next'.
  • A 16-digit code will now appear on screen, this is your activated ASOS gift card!
Rank #3
ASOS eGift Card - $15 - Standard
  • Redeem your gift card by visiting to asos website (Note: You must have the browsing country set to the USA)- super simple.
  • Click the button that reads 'LET'S GO!'
  • Input your 19-digit code, 8 digit PIN and email address that you purchased your ASOS gift card with from Amazon USA
  • Tick the 'I'm not a robot' box and then click 'Next'.
  • A 16-digit code will now appear on screen, this is your activated ASOS gift card!

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