ASOS Stock Falls 9.6% After Hackers Send Ransom Demand to Millions of App Users

ASOS customers in Australia and the UK received a threatening push notification on Tuesday claiming hackers had “fully compromised” the retailer’s data systems. The message, addressed to ASOS’s data protection officer and IT team, demanded engagement via Telegram or threatened to leak customer data. ASOS confirmed the breach was real but said only basic personal information like names and contact details were accessed, not payment cards or passwords. Shares fell 9.6% on the London Stock Exchange as the company launched an investigation.

What the notification said and who received it

The push notification arrived at around 10am UK time (8pm AEDT) on Tuesday, October 6. It read: “ASOS HACKED. Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it.” The message included a link to a Telegram channel. Customers in Australia, UK, France, Sweden, and Ireland all received the alert. The ASOS app has been downloaded more than 10 million times on Android devices alone, and the company serves around 17 million customers across more than 150 markets globally.

What data was actually compromised

ASOS confirmed that basic personal information including names and contact details may have been accessed. The company said it does not believe payment card information or account passwords were compromised. Snowflake, the cloud platform mentioned in the ransom note, told the BBC its investigation found “no compromise” of its own systems. ASOS said it took immediate action to restrict access to the notification platforms and is working with specialist advisers and relevant authorities.

Why this attack was unusual

Cyber security experts called the public extortion attempt “brazen” and rare. Most ransomware attacks happen in secret, with hackers demanding payment behind closed doors. By sending the threat directly to millions of customer devices, the attackers appear to be trying to force ASOS into quick negotiation or damage the company’s reputation. Dray Agha, senior manager of security operations at Huntress, said the tactic was “clear public extortion” designed to pressure the business into rapid response.

Stock market reaction and company response

ASOS shares fell 9.56% in London trading on Tuesday following the announcement. The company said it has cybersecurity insurance with a large global provider, including business continuity coverage, but added it is “too early to quantify any potential impact on trading.” ASOS apologised to customers in an email sent Tuesday night, urging them not to engage with the notification or click the external link. The website and app continued operating normally with no disruptions reported.

Final Thoughts

The ASOS hack marks a significant moment in cyber attack history due to its public nature. Investors face uncertainty over the full scope of the breach and potential financial impact, though the company’s insurance and swift response may limit long-term damage. Customers should monitor their accounts for suspicious activity.

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The content shared by Meyka AI PTY LTD is solely for research and informational purposes.  Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.