ASOS’s current advice is not to change your password or take other action solely because of the unauthorized notification. Ignore the notification and its external link. In its 6 October 2026 update, ASOS said names and contact details may have been accessed, but it did not believe account passwords or payment-card information were affected. That assessment is provisional; check ASOS’s official incident notice for any change in guidance.
What should you do right now?
- Ignore the notification and its link. Do not reply, open the external link, or provide information through it. To check for updates, type ASOS’s address yourself or open the app already installed on your device, then visit its Customer Care incident notice.
- Do not reset your password just because of this incident. ASOS says: “We are not currently asking customers to change their ASOS account password or take any other action.” It says it will contact affected customers directly if its advice changes.
- Be alert for follow-up messages pretending to be ASOS. Use the official website or app rather than links in unexpected emails, texts, or social messages.
- Keep an eye on your payment activity. ASOS does not believe payment-card information was affected, but its general security guidance advises checking bank statements and reporting unfamiliar transactions to your payment provider.
ASOS said its website and app remained available. The unauthorized push notification was sent around 10 a.m. on 6 October 2026. ASOS confirmed unauthorized activity involving third-party platforms it uses to communicate with customers; the threatening notification reportedly claimed a Snowflake instance had been compromised, but ASOS has not confirmed that claim.
What information may have been accessed?
ASOS said basic personal information, including names and contact details, may have been accessed. The company said it did not believe account passwords or payment-card information were impacted. These are ASOS’s provisional assessments, not a guarantee that no information was accessed.
In its 6 October 2026 regulatory announcement, ASOS said it had restricted access to the notification platforms and was working with internal and external specialists and relevant authorities. Its Customer Care notice said it would provide a further update when it confirmed more information. The available announcements do not establish a final incident scope or a count of affected customers.
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How to reset your ASOS password if you need to
If you independently need to change a password—for example, because you reuse it elsewhere or cannot remember it—use ASOS’s official sign-in flow, not a link in an unsolicited message.
- On the ASOS sign-in page, select “Forgot password?” and enter the email address registered to your account.
- Open the reset link ASOS emails to that address. Check your spam or junk folder if it does not arrive.
- Choose a new password between 10 and 100 characters, as specified on ASOS’s account help page.
- If you are already signed in, use “Change Password” in your account settings instead.
ASOS says three incorrect email-and-password attempts lock an account for 30 minutes. If you cannot access your account or suspect it has been compromised, contact ASOS through its official Customer Care pages.
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Use a unique password for ASOS and your email
ASOS warns that reusing passwords can put multiple accounts at risk. Protect your email account particularly carefully: someone who can access it may be able to request password resets for other services. A password manager is an optional way to create and keep track of unique passwords; ASOS does not require one.
Check that messages really come from ASOS
ASOS warns that scammers may impersonate it through social media, fake Gmail accounts, WhatsApp, and fake websites. It says it contacts customers through ASOS-branded email addresses or verified social accounts. Treat unexpected links cautiously, and contact Customer Care through ASOS’s official site if you are unsure about a message.
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Report suspicious payment activity safely
Report transactions you do not recognize to your payment provider. For a suspected unauthorized ASOS transaction, contact ASOS through its Help pages. ASOS says not to send a full card number or screenshots of a bank account by email or live chat.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Where to check for updated instructions
Incident guidance can change as ASOS confirms more information. Check the live ASOS Customer Care incident notice directly rather than relying on the notification or social posts. ASOS’s 6 October 2026 announcement is available through the London Stock Exchange announcement.
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- ASOS Customer Care incident notice
- ASOS account and password help
- ASOS cyber security advice
- ASOS guidance on identifying official communications
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