Asos under fire after shutting customer accounts over returns rule
Asos is facing a social media backlash after closing a number of customer accounts it says repeatedly violated its fair use policy.
Asos is facing a social media backlash after closing a number of customer accounts it says repeatedly violated its fair use policy.
The online fashion giant’s account closures have left many shoppers confused and frustrated, sparking a wave of customers rushing to social media to complain.
“We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our Fair Use policy,” Asos told Retail Gazette.
“This helps us maintain our commitment to offering free returns to all customers across all core markets.”
The move aims to manage the rising costs of returns and prevent abuse of Asos’ free returns service — a challenge common to many fashion retailers.
It follows a wider shake-up in September 2024 when the business introduced a £3.95 returns fee for UK customers who frequently return large quantities of goods unless they retain items worth at least £40 from their order.
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One X, formerly Twitter, user @alicespake said: “I’ve just had an email from Asos saying they’re closing my account indefinitely due to improper usage but I have probably made 10 orders over the years… It’s so bizarre? Has anyone else had this?”
Others worried about pending deliveries after their accounts were closed. @Ellie8162742109 asked: “Made an order with Asos and they’ve closed my account. I’m now wondering if they’ll deliver the parcel. Looks like I’m not the only one.”
Some customers highlighted long-standing accounts with limited recent activity being shut down. @itsmisterphil commented: “Asos must really be struggling if they’re closing a 17-year-old account that’s had only 5 orders in 6 months.”
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