UK online retailer ASOS shares drop on hack reports

Asos stock plummeted over 10% after recipients of a message claimed hackers had "fully compromised" the online fashion retailer's data systems and threatened to leak data unless the company cooperated. On Tuesday morning, Asos app users were greeted with a push notification titled "ASOS HACKED". The message, purportedly from the attackers, read "Dear ASOS DPO and IT, we have fully compromised the Snowflake instance.

Engage with us, or we will leak it". The notification contained a link to a Telegram chat. Shares of Asos fell 11% in early trading as investors feared a potential data breach. The company had not confirmed the breach or disclosed the extent of any customer data that may have been accessed at the time of publication. It remains unclear how the attackers managed to send a notification through the Asos app, whether their claim of Snowflake system compromise is accurate, or how many customers could be affected.

Reports of the notification surfaced from users in the UK, US, Germany and Australia. The incident could prompt reporting obligations if Asos verifies personal data has been compromised. UK data protection laws require organizations to inform the Information Commissioner’s Office within 72 hours of becoming aware of a personal data breach that poses a risk to individuals' rights and freedoms, and to notify those affected without undue delay if the breach is likely to pose a high risk.

Asos, with approximately 17 million active customers worldwide and operating in over 150 countries, has been striving to turn around its fortunes after a challenging period for online fashion. The company reported revenues of around £2.5 billion in 2025. Asos has been sought for comment.