As of 7 October 2026, ASOS says customers should ignore the unauthorized push notification and its link—and should not change their ASOS password or take other action solely because of this incident. ASOS says names and contact details may have been accessed, but it does not believe account passwords or payment-card information were affected. That assessment is provisional; check ASOS Customer Care for updated instructions.
What happened, and what does ASOS say was exposed?
On 6 October 2026, an unauthorized push notification was sent to ASOS customers through third-party platforms ASOS uses to communicate with customers. ASOS confirmed unauthorized activity involving those platforms. It said basic personal information, including names and contact details, may have been accessed.
In its 6 October regulatory announcement, ASOS said: “We do not believe that payment-card information or account passwords, were impacted.” This is ASOS’s current assessment, not a guarantee that no information was accessed. The company has not established a final incident scope or a final list of affected customers.
The notification reportedly claimed that a Snowflake instance had been compromised. ASOS’s notice confirms unauthorized activity involving third-party communication platforms; it does not confirm that separate claim.
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What should you do right now?
- Ignore the notification and do not use its link. Do not reply, open the external link, or enter information through it. To check for updates, type ASOS’s address yourself or open the app you already use, then visit the official Customer Care incident notice.
- Do not reset your ASOS password solely because of this incident. ASOS’s current instruction is: “We are not currently asking customers to change their ASOS account password or take any other action.” The website and app remain available, according to the notice. If ASOS updates its guidance, follow the notice on its official site.
- Be alert for follow-up impersonation attempts. Scammers may use an incident to prompt you to click a link, share account details, or disclose payment information. Verify messages independently rather than using links in unexpected notifications.
- Keep an eye on payment activity. ASOS says it does not believe card details were affected, but its general security advice is to check bank statements and report transactions you do not recognize to your payment provider. For a suspected unauthorized ASOS transaction, contact ASOS through its Help pages. Do not send a full card number or bank-account screenshots by email or live chat.
How to reset your password if you independently need to
If you have another reason to reset your password—for example, you reused it on a different service that was breached—use ASOS’s official sign-in page, not a link in a message.
- On the ASOS sign-in page, choose “Forgot password?”
- Enter the email address registered to your ASOS account.
- Open the reset link ASOS emails to that address. Check your spam or junk folder if it does not arrive.
- Choose a unique password between 10 and 100 characters, as specified in ASOS’s current account help guidance.
If you are already signed in, ASOS account settings provide a “Change Password” option. ASOS says three incorrect email-and-password attempts lock the account for 30 minutes. If you cannot access your account or think it has been compromised, contact ASOS Customer Care through its official site.
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Protect your email and other accounts, too
Use a different password for ASOS and for the email account registered to it. ASOS warns that reusing passwords can put multiple accounts at risk, and that access to your email can allow someone to reset passwords for other services. A password manager is optional, but can help you create and keep track of unique passwords.
Be cautious of messages that claim to be from ASOS. The company warns about impersonation through social media, fake Gmail accounts, WhatsApp, and fake websites. ASOS says it contacts customers through ASOS-branded email addresses or verified social accounts. If you are unsure whether a message is genuine, do not use its links; contact Customer Care through ASOS’s official site.
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What is still unknown?
ASOS said it restricted access to the notification platforms and was working with internal and external specialists and relevant authorities. Its Customer Care notice says it will provide another update when it confirms more information. As of 7 October 2026, the company had not given a final account of the incident’s scope, identified a final set of affected customers, or determined all information that may have been accessed. The total number of ASOS customers is not an estimate of how many people were affected.
Because the investigation and customer guidance may change, use the live ASOS incident notice as the source for any new instructions.
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