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Asos customers received a phone alert stating that the company had been hacked, causing Asos shares to drop over 10%. The alleged hack involves cloud firm Snowflake, which stores data for many companies including Asos, and comes amid ongoing cybersecurity issues affecting UK retailers like Marks & Spencer and Harrods. Cybersecurity experts warn customers about potential phishing attacks following such alerts, suggesting the breach might be limited to customer engagement or marketing systems rather than wider retail infrastructure.
Written locally by qwen2.5:14b on 2026-10-06,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
On Tuesday morning, ASOS customers received a phone alert claiming that the company had been hacked. The message threatened to leak data unless ASOS's data protection officer (DPO) and IT departments engaged with the hackers. This prompted more than 400 users to report issues on Downdetector, and ASOS’s shares fell by over 12%. The alleged breach involves Snowflake, a cloud platform used to store customer data including transactions and demographic information. ASOS has around 17 million customers in over 150 countries and reported revenues of £2.5 billion in the latest financial year, with the UK being its largest market (49% of revenue). The company is investigating the incident but does not believe payment card information or account passwords were compromised.
Written for “Asos Data Breach Alert” on 2026-10-06,
grounded in this article and the 7 other(s) covering the same event.
Thousands of Asos customers have been sent a phone alert saying the retailer has been hacked.
asserted
retailer → send → alert
Shares in the company tumbled by more than 10% on Tuesday morning as a result.
asserted
Shares → tumble → result
The company has been contacted for comment.
asserted
company → contact → comment
The alleged hack refers to cloud firm Snowflake, which stores data for many major companies.
asserted
which → allege → companies
Asos, which also owns brands including Topshop and Miss Selfridge, has 17 million customers globally.
asserted
which → own → customers
The UK is the group’s largest market, representing 49% of all revenues in the first half of the latest financial year.
asserted
UK → represent → year
The fast fashion firm is currently undergoing a major turnaround programme in a bid to halt declining sales and return to profit.
asserted
firm → undergo → profit
It comes after raft of UK retailers were targeted by cyber attackers over the past two years, including Marks & Spencer and Harrods.
asserted
raft → come → Marks
Marijus Briedis, chief technology officer at NordVPN, said: “This is an unusually brazen and threatening message.
asserted
This → say → NordVPN
“The attackers aren’t simply claiming to have breached Asos – they’re publicly telling the company to engage with them or they will leak what they say they have obtained.
asserted
they → claim → what
“What customers should be particularly alert to now is what happens next.
asserted
what → happen → What
High-profile cyber incidents create ideal conditions for phishing attacks.”
asserted
incidents → create → attacks
Cyber expert Rob Demain, chief executive of e2e-assure, said it was unclear if the claimed Snowflake hack was real, “because we only have the attacker’s word for it”.
uncertain
we → say → it
He said: “The concerning thing for customers is that they received the threat through a channel they already trusted.
“While unconfirmed, one possibility is that the compromise is confined to the customer engagement or marketing systems connected to Asos.
uncertain
compromise → say → Asos
“If the attackers only accessed that layer, it could explain the app notifications, but doesn’t prove any access to the wider retail infrastructure or the claimed data theft.
uncertain
it → access → infrastructure
Read More
“The architecture of how Asos connects to customer data illustrates the wider risk – marketing systems connect valuable customer information with the ability to send messages under the retailer’s name.
asserted
systems → read → name
The NCSC publishes guidance on its website for members of the public who are affected by data breaches.
asserted
who → publish → breaches
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