ASOS customers got an ominous notification this morning. Here's what the retailer is telling users.

Posted on October 6, 2026 in business-finance

ASOS customers got an ominous notification this morning. Here's what the retailer is telling users.

Ben Shimkus

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A Los Angeles ASOS salesfloor. — ASOS and Snowflake both confirmed to Business Insider that they're investigating the Tuesday morning incident that led to a rogue app notification.
Gonzalo Marroquin/Getty Images for Nordstrom and ASOS

Some ASOS shoppers opened their phones Tuesday morning to find a troubling notification declaring "ASOS HACKED."

"Dear ASOS DPO and IT, we have fully compromised the Snowflake instance," a notification from the fast-fashion retailer said, according to several screenshots posted to social media. "Engage with us, or we will leak it."

The notification, which arrived on phones at around 10 a.m. in London, ASOS confirmed to Business Insider, included a link to a Telegram chat.

ASOS hacked, never deleted my payment methods so quick looool https://t.co/ZLnkMRoieU
— Air-Rio (@vxleri0) October 6, 2026

"We are investigating unauthorised activity involving third-party platforms that we use to communicate with customers," ASOS said in a statement. "We took immediate action to restrict access to the notification platforms and are working with our internal and external specialist advisers, as well as all relevant authorities."

The company said basic personal information of ASOS shoppers, including names and contact details, may have been accessed. The retailer said that it does not believe payment-card information or account passwords were affected.

Snowflake, the cloud-data company named in the message, said it had started an investigation after learning of the notification. "At this time, we can report that we have found no compromise of the Snowflake platform," a company spokesperson said.

ASOS said its website and app were operating normally in the meantime.

The Tuesday incident appears to be the latest in a string of cybersecurity attacks on UK-based companies. Last year, automaker Jaguar-Land Rover shut down production for five weeks after a ransomware attack, while retailer Marks & Spencer had to shut down its online store after a hack.

ASOS customers got an ominous notification this morning. Here's what the retailer is telling users.

ASOS customers got an ominous notification this morning. Here's what the retailer is telling users.

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