ASOS customers reported receiving an alarming push notification on October 6 claiming that the online fashion retailer’s Snowflake instance had been compromised and threatening to leak data.
ASOS subsequently confirmed unauthorized activity involving third-party customer communication platforms and said names and contact details may have been accessed. It has not confirmed the claimed compromise of its Snowflake environment.
Reports emerged on Reddit and X on Tuesday morning as shoppers shared screenshots and questioned whether the alert was legitimate. A user said their partner had received the notification in the UK, while two commenters reported receiving the same message in the United States.
CyberInsider
The screenshot supplied to CyberInsider through a tipster shows a notification bearing the ASOS app icon and the heading “ASOS HACKED.” Its text addresses the retailer’s data protection officer and IT team directly:
“Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it.”
ASOS is a UK-based online fashion retailer selling its own labels and products from hundreds of partner brands. According to its corporate website, it serves approximately 17 million customers across more than 150 markets each year. That figure describes its overall customer base, not the number of people who received the notification or may be affected by any breach.
The message ends with a Telegram link, apparently intended as a contact channel for the company. It does not identify the sender, specify a ransom amount, describe the allegedly compromised data, or provide evidence of data theft.
On X, several users separately reported receiving the alert. However, the total number of recipients remains unknown.
Snowflake provides a cloud platform that organizations use to store, process, and analyze data. The notification’s wording refers to an alleged compromise of ASOS’s environment on that platform, but it does not establish that Snowflake’s own infrastructure was breached.
Taken together, the reports suggest an unauthorized message was distributed through a channel associated with the ASOS app. However, they do not establish how it was sent, whether a third-party service was involved, or whether the sender actually accessed a Snowflake account.
ASOS had not issued a public statement at the time of initial publication and did not immediately respond to our request for comment. The company subsequently published the statement summarized below.
Customers should avoid following the Telegram link or engaging with whoever posted the message. For updates, they should visit ASOS’s website directly and be cautious of follow-up messages asking for passwords, payment information, or money related to the incident.
Update October 6, 2026: Following publication, ASOS confirmed that an unauthorized customer notification was sent at around 10 a.m. and said it is investigating unauthorized activity involving third-party platforms used to communicate with customers.
The retailer said it immediately restricted access to the notification platforms and is working with internal and external specialist advisers and relevant authorities.
According to ASOS, basic personal information, including names and contact details, may have been accessed. The company said it does not believe payment-card information or account passwords were affected.
ASOS said its website and app continue to operate normally, with no current disruption to its operations. Its statement did not confirm the notification’s claim that its Snowflake environment had been compromised.
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