Open asos.com directly, use official account help, and use forgotten-password help if needed. In the UK, suspicious SMS can be forwarded to7726; app push notifications are different.
Editorial guide based on ASOS account help and NCSC reporting guidance. It does not establish the scope of the reported incident. View full-size graphic ↗

ASOS app users received a notification claiming a hack and threatening a data leak on October 6, according to Sky News. The reporting and official help pages reviewed for this article do not establish which customer information, if any, was actually exposed. Start by typing asos.com into your browser and opening account help directly, rather than following a link in an alarming message.

Customer-service responses described by Sky News said the suspicious notification was being investigated. Those responses are not an independently verified assessment of the breach or a formal investigation report. The affected population, impact on passwords or payment details, and route of compromise remain unconfirmed here.

An app notification and a data leak require different evidence

A message appearing through a familiar shopping app can look credible. But its claim that a database was compromised is separate from evidence that customer records were taken. Reporting that the message arrived does not verify everything its sender alleges.

A working website or app also cannot demonstrate that customer data is safe. Service availability and the impact on accounts are different questions. That distinction matters if a subsequent message presses you to obtain a refund or complete a security check: its link should not become your trusted route into the account.

Use the ASOS account screen for a password change

ASOS’s official account guide directs signed-in customers to My Account, then Change password, where they enter their current and new passwords. The new password must be 10–100 characters and different from the previous one. This is the existing account-management procedure, not evidence that ASOS has ordered every customer to change passwords because of this incident.

If you cannot sign in, use the forgotten-password option on the official login screen. ASOS sends a reset link to the registered email address; check the junk folder if it does not arrive. Its guide warns that entering an incorrect email address or password three times can lock the account for 30 minutes. Follow official account help rather than repeatedly guessing.

In the UK, 7726 is for suspicious text messages

The National Cyber Security Centre says most UK mobile providers let customers report a suspicious text by forwarding it to 7726 free of charge. This is an SMS reporting route, not an instruction to forward an ASOS app push notification in the same way. Contact your mobile provider if forwarding fails.

The next material evidence would identify the affected customers, the information involved and any action the company asks them to take. That would change the assessment and should update the unconfirmed points above. Until then, use the official customer-care route and dated investigation findings rather than treating either an unsupported leak claim or a functioning shop as a complete answer.

Sources & context

Sources checked October 6, 2026. Confirmed reporting, unconfirmed scope and editorial interpretation are distinguished.

AI assisted with drafting and editing. This article is part of our preview edition. Editorial standards & corrections →