Share price of Asos plummets due to app hack

Thousands of Asos customers received a push notification on Tuesday morning. If you are yet to receive it, the tech advice is do NOT open it.

Asos has announced that it is looking into an unauthorised security breach after hackers exploited the clothing brands app on Tuesday morning (October 6, 2026) to send a threatening ransom alert directly to thousands of users' phones. This is unusual as normally a security breach results in hackers sending a ranson or threatening message direct to the Data Protection Officer or IT. This message went straight to customers, almost proving they have some level of control.

The alert read: "Dear Asos DPO [data protection officer] and IT, we have fully compromised the Snowflake instance. Engage with us or we will leak it."

Snowflake is a data storage company, whose tools have been used by firms for collecting, analysing and storing data.

It uses the cloud, so businesses store, manage and analyse their data in the cloud, meaning no large databases are needed on site.

Its website bosts that it has more than 12,000 global customers.

On October 8, the BBC reported that Asos has told customers that the hackers are in possesson of detailed profiles of potentially millions of users.

In its email to customers, Asos confirmed data profiles were taken but said no bank details or passwords were accessed.

"Please remain cautious of unexpected messages or calls claiming to be from Asos," it said.

"We will never ask you to share passwords, security codes or payment details through an unsolicited message or call."

Asos said in a statement: “We are investigating unauthorised activity involving third-party platforms that we use to communicate with customers. We took immediate action to restrict access to the notification platforms and are working with our internal and external specialist advisers, as well as all relevant authorities."

ITV is providing advice: Do not delete your Asos app right now. If you do not use the App, then yes - definitely delete it and unsubscribe. If you do use the App then do not follow any links provided in the App. If you use the same password across many accounts including the Asos account then definitely change all passwords' and prioritise those used for banking and financial apps.

This article has been provided for information purposes only and is not financial advice.

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