Was there an ASOS push notification about a hack on October 6, 2026?
Has ASOS been hacked, as an 'ASOS hacked' push notification sent to app users claims, with customer data from its Snowflake instance at risk of being leaked?
Can't verify
The push notification is authentic, but the breach claims are unverified.
On October 6, 2026, many ASOS app users received a push notification claiming ASOS was hacked. While the notification is authentic, the attackers' claims about a data breach remain unverified as ASOS is still investigating.
GenuineClaims
✓ 1 trueThe screenshot is an actual ASOS app push notification sent to customers that read 'ASOS HACKED' and referenced a Snowflake compromise.25
Multiple credible news outlets and many ASOS app users reported receiving the push notification with the exact wording on October 6, 2026. ASOS acknowledged the notification and stated it is under investigation. The coverage shows that the alert was indeed sent through the official ASOS app, aligning with the user reports. The consistency of data across multiple independent sources adds to the reliability of this claim.
Attackers had 'fully compromised the Snowflake instance' (i.e., ASOS's Snowflake data platform was breached and data accessed).14
The assertion of a fully compromised Snowflake instance was made within the push notification and reiterated by the attackers on a linked Telegram channel. However, no independent source or ASOS statement has confirmed that their Snowflake instance or any customer data was accessed. Currently, ASOS is investigating the claims. This lack of verification leads to the conclusion that the attackers’ assertions remain unsubstantiated.
What was posted
XThe post shows an alarming push notification from the ASOS app, stating 'ASOS HACKED.' The notification raises concerns about a potential data breach related to the company's Snowflake instance.
“WOWWWW an actual app push notification from ASOS. this is not good.”
“WOWWWW an actual app push notification from ASOS. this is not good.” — translated
Who posted it
XAccount check
Estimates from public signals — account age, posting pattern, audience — not a judgement of the person behind the account, and separate from whether this post is true.
What stood out
- No verifiable information about the account's creation date, follower count, or recent posts.
- No known affiliations or past coverage associated with the handle 'haitchtbby'.
- The handle 'haitchtbby' does not correspond to any widely recognized individual or organization.
Signals (2)+
- Notable news coverage
- No
- Fact check history
- No
Account checked October 6, 2026, 14:53 UTC
The media
Image✓ What is genuine
The notification itself is a genuine push notification sent to ASOS app users.
The tells
- ●●● Strong signal Authenticated cross-reports by various outlets.ITV News
- ●●● Strong signal Reports of mass notifications to users at the same time.Sky News
Synthetic-media detector
Detector ranThe claim stands or falls on whether the media is real, so the detector ran.
Scores are the detector’s estimate for the file as uploaded. A low score does not rule out editing, a spliced caption, or footage shown out of context — those are judged above. Model v3.
How we checked the media
- Verified through visual review and corroborated reports from multiple credible sources concerning users receiving the push.
- Checked the nature of the media and its portrayal in news articles.
Sources
5 sources reviewed- 1ASOS customers receive bizarre “Hacked” message amid suspected Snowflake breach ↗
Infosecurity Magazine · infosecurity-magazine.comUntiereduntiered — treated as signal only, never decisiveEvidence
Describes the content of the notification and the hacker's claims.
- 2Asos customers told online retailer ‘hacked’ in phone alert ↗
ITV News · itv.comReputable outletCenterEvidence
Confirms reception of the notification by customers.
- 3ASOS hacked? Customers receive threatening notification from hackers, here’s what we know ↗
TechRadar · techradar.comUntiereduntiered — treated as signal only, never decisiveContext
Covers implications of the pushed notification.
- 4ASOS 'investigating' phone message sent saying online retailer had been 'hacked' ↗
ABC News · abc.net.auUntiereduntiered — treated as signal only, never decisiveContext
Reports ASOS's ongoing investigation into the notification.
- 5ASOS latest: Customers sent threatening notification in apparent hack ↗
Sky News · news.sky.comReputable outletCenterContext
Gives a broad overview of user responses and context about the incident.
Further reading
- 1Infosecurity Magazine Infosecurity Magazine discusses the details behind the notification and the hacker's claims.
- 2ITV News ITV News covers customer reactions and ASOS's investigation regarding the notification.
- 4ABC News ABC News reports on ASOS's acknowledgment of the notification and steps being taken.
The full story
On October 6, 2026, numerous users of the ASOS mobile app across various platforms received a push notification stating 'ASOS HACKED'. The message was alarming and directed to ASOS's Data Protection Officer and IT. It claimed that a Section of ASOS's infrastructure, specifically a Snowflake data instance, had been fully compromised, and it provided a link to a Telegram channel purportedly run by the attackers known as Xuanye. Major news outlets reported on this incident, confirming that users indeed received the notification. While ASOS acknowledged the alert and stated they were investigating, as of the latest reports, there has been no independent verification confirming that any data was accessed or leaked. This leaves the hackers' claims unverified.
Kernel of truth
The notification sent to customers stating 'ASOS HACKED' reflects a genuine communication from the ASOS app.
How it was framed
The claim made by attackers lacks independent confirmation, thus falling into the 'unverifiable' category.
- Urgency. The notification implies immediate action is required by referencing a data breach.
- Missing context. The notification lacks information about the actual status of the data, misleading users regarding the severity.
Bias
Leans alarmist/negative. The post expresses alarm ('WOWWWW ... this is not good') and frames the push notification as an actual app alert, which is accurate; the tone is alarmed but not ideologically slanted.
Bias describes how the post frames its message — the slant of the language, selection and emphasis — and is judged separately from whether the claim is true. A true claim can still be framed with a strong slant.
How we checked
49 s- 1
Conducted searches to confirm the notification's delivery and investigate ASOS's response.
- 2
Reviewed published news articles for corroboration of user experiences.
- 3
Checked if ASOS issued any statements about the security incident.
✓ Claim checked✓ Media checked✓ Sources checked
Why 45% confidence
LowOur confidence is LOW because, while the notification’s authenticity is high due to multi-source reporting, the ability to verify the breach itself is lacking.
Limits. We could not locate any authoritative confirmation regarding the extent of the alleged data breach.
What we don’t know
- Whether ASOS's Snowflake data instance was actually compromised.
- What implications this incident will have for customers' data security.
- The identity or credibility of the group behind the Telegram channel.
Spot it yourself
Why we can't tellLooks suspicious, isn’t proof
- Partisan source reported alarmingly.
- No expert confirmation on the extent of the hack.
- The urgency in the tone raises doubts about the validity of the claims.
The actual evidence
- Multiple news outlets verified that users received the same alarming notification.
- ASOS acknowledged and is investigating the notification.
- The linked Telegram channel is active, but no verified data breach has been confirmed.
- 1
Check from multiple credible sources whether an event has been reported.
Look for uniformly reported details by established news outlets.
- 2
Examine notifications and claims for urgency that might lead to emotional reactions.
Consider whether there is a reasonable explanation for the urgency presented.
- 3
Investigate the claim's sources to discern their reliability.
Search for the identities of the senders and their history in related matters.
Takeaway
Always verify urgent claims with multiple trusted sources before believing or acting on them.
Questions people ask
What does the ASOS push notification say?+
The notification claims 'ASOS HACKED', stating a compromise of their Snowflake data platform.
Has ASOS confirmed any data breach?+
ASOS has not confirmed any data breach but is investigating the claims made in the push notification.
Should customers follow the link in the notification?+
No, customers are advised against clicking the link or engaging with the Telegram channel linked.
Who is Xuanye?+
Xuanye is the name used by the group mentioned in the notification, claiming responsibility for the alleged breach.
How can I verify push notifications I receive?+
Always validate claims from push notifications through multiple trusted news sources.
Go deeper
- Push Notification
- A message sent to a user’s device from an app to inform them about information or updates.
- Snowflake
- A cloud-based data platform that allows for data warehousing and analytics.
- Telegram Channel
- A communication channel within the Telegram messaging app where messages can be sent to large groups of subscribers.
People also search for
For educators+
- How can users determine if a notification is legitimate?
- What steps should organizations take to respond to potential data breaches?
- Why is it crucial to verify claims before sharing them?
About this check
- Platform
- X
- Posted by
- @haitchtbby
- Posted
- October 6, 2026
- Age when checked
- Under 24 hours old when checked
- Where it spread
- United Kingdom
- Audience
- UK & EU audience
- Language
- EN
- Status
- ● Post is live
- Verified
- October 6, 2026, 14:54 UTC
- Published
- October 6, 2026, 14:54 UTC
Reach. Primary 101 likes (syndication, 2026-10-06); story picked up by Guardian, FT, Forbes, STV, LBC, LADbible, Tyla, PinkNews on 2026-10-06; reports say ASOS shares fell ~11-12% after the alert; ASOS says it is investigating
This verdict was generated with AI from the sources shown. AI can make mistakes — check the sources before relying on it.
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