Asos Investigates After App Users Receive Hacking Notification

Asos is investigating a security incident after thousands of its mobile app users received a push notification on October 6, 2026, claiming the online fashion retailer's data had been "fully compromised." The notification, titled "Asos hacked," directed users to a link on the Telegram messaging service. In response to the notification and subsequent customer concern, Asos's shares on the London Stock Exchange experienced a significant decline, falling by more than 14%. Despite the alarming notification, Asos's official website and mobile application remained operational and accessible to users.

The company has stated that it is actively investigating the source and validity of the notification. While the notification suggested a complete data breach, there has been no immediate confirmation from Asos regarding the extent of any actual compromise. The incident has raised concerns among Asos customers about the security of their personal information. Asos, a British online fashion and cosmetic retailer, is known for its wide range of clothing, accessories, and beauty products, catering to a global market. Founded in 2000, the company has grown to become one of the largest online fashion retailers, with a significant presence in the UK, Europe, and the United States.

The notification's appearance on users' devices has prompted speculation about the methods used by potential attackers. The use of push notifications to spread such claims is a tactic that can cause widespread panic and damage to a company's reputation. The reference to Telegram suggests a possible dissemination channel for the information or the alleged hackers. The immediate drop in Asos's stock value underscores the financial implications of such security scares, even if the full extent of the breach is yet to be determined. Investors and consumers alike are sensitive to news of data breaches, which can lead to loss of trust and financial repercussions for the affected company. The investigation by Asos will likely focus on identifying how the notification was sent, whether any unauthorized access to customer data has occurred, and what measures can be taken to prevent future incidents. The company's response will be crucial in reassuring its customer base and mitigating the damage to its brand image.