The online retailer’s Irish customers were among those sent the message, according to the Irish Independent.

Thousands of ASOS customers received a threatening push notification earlier today (6 October) claiming that the online fashion retailer has been hacked.

According to several posts on social media, the notification reads: “Dear ASOS DPO and IT, we have fully compromised the Snowflake instance.” The message threatened a data leak if the company did not engage.

The notification is addressed to the company’s data protection officer and IT department.

An ASOS statement subsequently confirmed that “an unauthorised customer notification was sent” to users.

“We are investigating unauthorised activity involving third-party platforms that we use to communicate with customers,” it continued.

“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. 

“Basic personal information including name and contact details may have been accessed. We do not believe that payment-card information or account passwords were impacted.  

“Our website and app are operating as normal, with no current disruption to any aspects of our operations. Customer trust is incredibly important to us and if the situation changes an update will be provided as appropriate.”

ASOS has more than 17m “active customers” across 150 countries, according to its website. 34pc of these are based in the EU.

While the company does not share country-wise customer breakdowns, it noted that 50,000 Irish customers purchased items from one of its top brands, Topshop, last year. The Irish Independent reported that Irish ASOS customers also received the message today.

ASOS’s marketing teams use an agentic AI platform called Simon. Simon and other Snowflake products are used by thousands of major brands globally, including Disney, OpenAI, Canva, Novo Nordisk and Penske.

“Snowflake is a massive cloud database where retailers typically store sensitive customer information,” a cybersecurity expert told The Guardian. It is a cause for concern if the hackers’ claims are true, they added. Snowflake was previously targeted in 2024, according to a report from Google’s threat intelligence unit.

The hackers also shared a Telegram link in today’s push notification seemingly connected to a cyber group called Xuanye. This seemingly new threat group is not yet linked to any other cyberattacks.

“If customer information has been exposed, criminals could turn it into convincing scams for months to come,” said Gavin Millard, the vice-president of product at Tenable.

“A fake delivery charge or refund message can feel credible when it includes your personal details; one visit to a fraudulent payment page could then hand criminals your card details.”

“Customers should be wary of unexpected messages asking for payment or personal information and check any request through the retailer’s official website or app.

“Businesses need to establish what has been accessed and communicate clearly, so customers know what to watch for.”

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Updated, 9.35am, 7 October 2026: This article was amended to include quotes from an ASOS statement on the incident.