Users of the ASOS app were sent a threatening push notification earlier today, and it didn’t take long for the pop-up to be widely shared on social media. According to the message, hackers have “fully compromised” the “Snowflake instance” used by popular UK retailer ASOS. For more context, Snowflake is an online data platform used by a wide range of companies.

The hacker(s) addressed the popular fast-fashion retailer by starting the brief message with “Dear Asos DPO and IT,” referring to the Data Protection Officer and Information Technology departments, going on to suggest it has compromised customer data, the actual extent of which remains to be known. “Engage with us, or we will leak it,” says the message.

What does ASOS have to do about the hack?

As a British company, UK law requires ASOS to report data breaches within three days, all the while notifying affected customers in the case of “high-risk” hacks. With around 17 million customers across more than 150 countries, ASOS has a massive user base, with the company’s reported revenue hitting £2.5 billion in 2025. For now, we can only await an official statement.

Again, the exact extent of the hack remains to be seen, with no official word from ASOS just yet. Of course, hackers claiming data has been “fully compromised” is a damning development, but could be an exaggeration. Users online have shared concern over the apparent hack: “Never deleted my payment methods so quick,” says one user. On the flip side, others have taken the news more lightly: “Really excited to start my first day as ASOS Head of IT,” jokes another.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.