ASOS probes hack alert sent to app users

Shortly before 10:00am UK time on 6 October 2026, users of the ASOS mobile app received a push notification titled "ASOS HACKED". The message, addressed to the company’s data protection officer and IT team, stated: "Dear Asos DPO and IT, we have fully compromised the Snowflake (SNOW) instance. Engage with us, or we will leak it."

The notification appeared as a standard push alert on customers’ devices, giving it the look of an official communication from the retailer. Its direct address to internal ASOS teams suggested it was intended both as a public message to customers and as a pressure tactic aimed at the company’s security and compliance staff.

Alongside the text, the notification included a link which, when followed, directed recipients to a Telegram chat or channel. This added to concerns that the alert formed part of an extortion attempt, seeking to pull ASOS or its representatives into an off-platform communication channel controlled by the sender.

In the notification, the sender asserted that a Snowflake (SNOW) instance used by ASOS had been "fully compromised" and threatened to leak data if there was no engagement. Snowflake is a cloud platform used by many businesses to store, process and analyse data, including transaction and demographic information.

Cybersecurity specialists quoted in coverage noted that Snowflake environments can contain sensitive customer details for retailers, making any credible claim of compromise a serious matter. However, they also stressed that the ability to send a push notification does not in itself prove that databases or stored customer information have been accessed or exfiltrated.

Experts highlighted that while the push alert shows some ASOS-connected systems were likely reached, only detailed technical investigation can establish which components were accessed and whether any personal data was exposed. They advised customers to be cautious about following links and to watch for potential phishing attempts while the situation remains under review.

Around the time the alert was issued, website-monitoring services and outage trackers recorded roughly 400 to 500 user reports of issues with ASOS services. These reports indicated that a notable number of users experienced problems, although the exact nature and cause of the issues were not detailed.

ASOS stated that it was aware of the reports relating to the hack notification but did not confirm that a breach had taken place. The company declined to provide further comment as investigations were ongoing, leaving open questions about the extent of any system intrusion or data impact.

Cybersecurity observers indicated that the public nature of the notification, sent directly to consumers’ devices, was an aggressive tactic by whoever was behind the message. Future disclosures from ASOS are expected to focus on what systems were accessed, whether customer data was affected, and any steps being taken to secure its platforms and notify regulators if required.