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Asos appears to have been hacked, with customers sent a bizarre, threatening notification.
Users of the app received a message on Tuesday morning indicating that the company’s systems had been compromised.
“Dear Asos DPO and IT, we have fully compromised the Snowflake instance,” the message, apparently written by the cyber attackers, reads. “Engage with us, or we will leak it,” it continues, before linking out to a Telegram chat.
DPO refers to the data protection officer, the appointed person in a company who takes responsibility for safeguarding customers’ information. Snowflake is an online data platform used by a wide array of companies.
Asos did not immediately respond to a request for comment. It is also yet to post about the notification or possible cyber attack on its social media accounts.
It is not clear how many customers the notification was sent to. But it appears to have been delivered to at least a large number of the app’s customers.
Asos says that it has 17 million customers each year, in more than 150 countries. That was down slightly on last year, when 19.7 million people shopped on the site.
It reported revenues of £2.5 billion in 2025, down from £2.9 billion the year before. That led to an operating loss of £212 million last year.
Asos share price plunges after notification
Asos’s share price has dropped around 5 per cent in the last half hour, since the notification was sent, and it continues to fall.
Andrew Griffin6 October 2026 10:28
