ASOS says an unauthorized push notification was sent to some customers around 10 a.m. on 6 October 2026. The company is investigating activity involving third-party platforms used to communicate with customers. It says names and contact details may have been accessed, but it does not believe payment-card information or ASOS account passwords were affected. Those are current, qualified findings—not a final investigation result.
What happened with the ASOS notification?
ASOS Customer Care says some customers received an unauthorized notification on 6 October. In a regulatory announcement, ASOS plc placed the send time at around 10 a.m. The company says it is investigating unauthorized activity involving third-party platforms used for customer communications and has taken steps to restrict access. ASOS says its website and app remained available.
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Contemporaneous reporting described the message as headed “ASOS HACKED,” with a link to Telegram and a claim involving a Snowflake instance. Those are details and allegations attributed to the notification and reporting; ASOS has not confirmed that a Snowflake instance was compromised. The wording in a message is not proof of the underlying technical cause.
What information may have been accessed?
ASOS says basic personal information, including names and contact details, may have been accessed. The company does not believe payment-card information or account passwords were impacted. These statements reflect ASOS’s current assessment while its investigation continues, rather than a final forensic conclusion.
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The official statements do not give a confirmed count of affected customers or records. They also do not establish the exact information accessed, the technical root cause, or whether the notification’s Snowflake allegation is accurate. ASOS says it will provide further information when it has confirmed more.
What should ASOS customers do now?
- Do not click the link in the unauthorized notification. ASOS Customer Care says customers should disregard it and not click or engage with the external third-party link.
- You do not need to change your ASOS password because of a current ASOS request. The company says it is not currently asking customers to change their password or take any other action. Follow any later instructions from ASOS if its advice changes.
- Watch for suspicious messages and review account activity. The UK National Cyber Security Centre (NCSC) advises ASOS customers to assume they may be affected, even if they did not receive the notification. Be cautious of unexpected links in push notifications, emails, and messages, and check your account for activity you do not recognize.
- Use good account-security practices as general protection. NCSC recommends passkeys or strong, separate passwords and two-step verification. ASOS’s general online-safety guidance also advises keeping apps updated, using unique passwords, watching for phishing, and monitoring bank statements for unrecognized transactions. These are general precautions, not additional steps ASOS has required for this incident.
Is your ASOS account safe, and was ASOS hacked?
ASOS is investigating unauthorized activity involving third-party customer-communication platforms. It has not publicly established the full cause or scope, so “hacked” should be treated as the notification’s wording or a question—not a confirmed description of the technical event. ASOS’s present position is that names and contact details may have been accessed, while it does not believe payment-card information or account passwords were affected.
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NCSC’s advice is to assume you may be affected and stay alert, regardless of whether the notification reached you. That is precautionary guidance, not confirmation that every ASOS customer’s information was accessed.
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Sources and updates
- ASOS Customer Care: “Unauthorised ASOS Notification” (6 October 2026) — the company’s customer guidance and current assessment.
- UK National Cyber Security Centre: “Incident affecting ASOS customers” (6 October 2026) — customer precautions and general security guidance.
- ASOS plc: “Update regarding cyber incident” (6 October 2026) — the reported notification time and regulatory update.
- ASOS: “ASOS Cyber Security | Staying Safe Online” — general online-safety guidance.
- ABC News Australia’s contemporaneous report — description of the notification’s reported wording and Telegram link, not verification of its technical allegations.
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