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Freedom251 › Blog › Account Security

ASOS Investigates Unauthorized Push Notification Sent to Customers on 6 October 2026

By Freedom251 Team · · 2 min read

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ASOS confirmed that an unauthorized push notification was sent to customers on 6 October 2026 and is investigating activity involving third-party platforms it uses for customer communications. ASOS says names and contact details may have been accessed, but it does not believe payment-card information or account passwords were affected. The notification’s claim that a Snowflake instance was compromised has not been verified.

What happened in the ASOS incident?

ASOS said an unauthorized customer notification was sent at around 10am on 6 October. The company said it restricted access to the notification platforms and was working with internal and external specialists and relevant authorities. Its regulatory announcement said the ASOS website and app were operating normally at that time. ASOS’s announcement

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The message was reportedly headed “ASOS HACKED” and addressed “ASOS DPO and IT.” It claimed, “we have fully compromised the Snowflake instance,” threatened to leak data, and directed recipients to Telegram. The wording was reported by The Record; it is an attacker’s allegation, not confirmation that Snowflake or ASOS’s wider systems were compromised. The Record’s report

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What customer information may be affected?

ASOS says basic personal information, including names and contact details, may have been accessed. It says it does not believe payment-card information or account passwords were impacted. These are provisional statements while the investigation continues, not a final account of what attackers accessed.

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The National Cyber Security Centre (NCSC) advises ASOS customers to assume they are affected, even if they did not receive the notification. That is precautionary guidance; it does not establish that every customer’s information was accessed. ASOS’s customer notice says recipients of the alert may have been affected. NCSC incident advice · ASOS customer notice

What should ASOS customers do now?

  1. Ignore the notification and its link. ASOS says not to click or engage with the external third-party link in the unauthorized message. Do not contact the sender through Telegram.
  2. Watch for follow-up scams. The NCSC advises customers to be alert for suspicious messages by email or text, and to avoid links in messages that seem unexpected or unusual.
  3. Review account activity and security. The NCSC’s general guidance recommends passkeys, or strong, unique passwords with two-step verification. This is broader security advice, not confirmation that ASOS accounts support every authentication option.
  4. Use official ASOS support for account questions. Contact ASOS through its Customer Care channels rather than through links or contact details in the push notification.

ASOS says it is not currently asking customers to change their ASOS password or take another action. The NCSC’s broader recommendation to review account security is precautionary guidance, not an ASOS password-reset order.

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What is still unknown?

The official statements and reporting cited so far do not establish whether data was exfiltrated, whether attackers accessed a Snowflake environment, how many customers received the notification, or how many customers’ details may have been accessed. ASOS says it is investigating. No incident-specific count of affected customers has been provided; ASOS’s corporate figure of 16.5 million active customers is not an estimate of people affected by this incident.

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