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Investigation launched after unauthorized notification

The Asos unauthorized notification, which reached users’ phones in the UK on Tuesday morning, appeared as a pop-up message sent through the company’s app. The message included an external link, and Asos apologized in an email to customers, urging them to ignore the alert and not click the link.

According to an update the company issued on Tuesday evening, the data that may have been affected could include basic personal information such as names and contact details. Asos said it does not believe payment card information or account passwords were affected.

Snowflake statement and questions still unanswered

The person or group behind the notification appeared to claim they had fully compromised the company’s Snowflake environment. However, Snowflake, the data storage company, told the BBC that it had not detected any breach on its platform.

Asos said it moved quickly to restrict the suspicious access, is investigating the matter, and is working with advisers and the relevant authorities. Even so, it remains unclear who was behind the incident, how many users received the notification, and which information may have actually been exposed.

Operations continue, with the main risk now in scam messages

The company said its website and app are continuing to operate normally, and customers can keep shopping. While that suggests the business was not immediately disrupted, the episode has pushed data security and customer trust to the top of the e-commerce agenda.

What steps are recommended for users?

Cybersecurity experts are urging extra caution against fake emails, text messages and phone calls that may follow the initial alert. In particular, users are being warned to treat with suspicion any link sent under the pretext of an account breach, refund or password reset.

  • Do not click the external link and follow updates only through the company’s official channels.
  • Change your Asos account password; if you use the same password elsewhere, update those accounts too.
  • Enable two-factor authentication on critical accounts such as banking and email.
  • Monitor online transactions and check for unusual activity.

According to experts, the biggest short-term risk is new scam attempts that seek to exploit users’ confusion. For that reason, they recommend verifying any new announcements only through official Asos channels.

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