India, Oct. 6 -- ASOS is investigating a suspected cyber incident after a brazen extortion message was broadcast directly to thousands of its global mobile app users. The incident, which unfolded on the morning of October 6, 2026, caused ASOS shares on the London Stock Exchange to plummet by up to 12%.

What the Notification Said

At approximately 10:01 BST, app users in the UK, Australia, and worldwide received an official push notification titled "ASOS hacked". The message bypassed normal administrative channels and was addressed directly to the brand's Data Protection Officer (DPO) and IT staff:

"Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it."

The message was signed "xuanye...