ASOS copycat scam UK: how to spot fake ASOS websites and protect yourself

Criminals are running fake ASOS websites that look almost identical to the real thing—but one wrong click could cost you hundreds of pounds and put your identity at risk.

Published 2026-05-10 · Beat the Scam Editorial Team · 6 min read

What is this scam?

An ASOS copycat scam involves fraudsters creating fake ASOS websites or storefronts that closely mirror the genuine retailer's design, layout, and branding. When you visit these sites and place an order, you enter your payment card details, address, and personal information—all of which goes straight to the criminals. The fake site may show a successful order confirmation, but no clothes ever arrive. By that point, scammers have already stolen your card details and may have enough information to commit identity theft. These counterfeit websites are often promoted through Facebook ads, Instagram sponsored posts, or Google shopping results to make them appear legitimate. The ASOS brand is particularly targeted because it's hugely popular with UK shoppers and trusted for reliable deliveries, making people less cautious about verification. Some scam sites even offer unrealistic discounts (70–90% off designer brands) to create urgency and bypass critical thinking.

Warning signs to look for

• The website URL doesn't match exactly—watch for slight differences like 'asos-uk.com', 'asos.co.uk.store', or 'asos.shop' instead of 'asos.com'.
• Unusually steep discounts (70–90% off premium brands) with pressure to 'buy now' or claims stock is running out.
• Poor spelling, grammar, or awkward phrasing on product descriptions, checkout pages, or customer service sections.
• No working 'Contact Us' page or customer service phone number, or a generic email address instead of ASOS's official support channels.
• The site feels slow, takes forever to load, or images don't display properly—genuine ASOS runs smoothly.
• No visible customer reviews or ratings on products, or hundreds of suspiciously identical 5-star reviews.
• The payment page doesn't use secure HTTPS encryption (check for the padlock icon in your browser address bar).
• You're asked to pay by bank transfer, gift card, or crypto instead of normal debit/credit cards or PayPal.

How this scam works step by step

The scam typically begins with an ad on social media—Facebook, Instagram, or TikTok—advertising ASOS clothing at massive discounts. The ad links to a fake website that's built to look nearly identical to the real ASOS site. When you browse and add items to your basket, the site feels genuine: it has product images, size guides, and reviews. At checkout, you enter your full name, address, email, and payment card details. The fake site processes your information and shows a fake order confirmation page, sometimes even generating a false order number and delivery estimate. You may receive a fake confirmation email. Meanwhile, the scammers now have your card details, which they either use for fraudulent purchases or sell to other criminals. They may also use your personal information for identity theft or target you with follow-up scams. Your clothes never arrive, and within days you notice unexpected charges on your card or receive letters about accounts opened in your name.

How to verify if it is genuine

Before entering any payment details, check the website URL carefully—the genuine ASOS site is always 'asos.com' (or asos.ie for Ireland). Hover your mouse over the address bar; the full URL should display clearly without spelling tricks. Visit ASOS directly by typing the URL into your browser rather than clicking links from ads or emails. Check for HTTPS and a padlock icon next to the URL—all genuine ASOS pages use secure encryption. Look up the site's SSL certificate details if unsure. Visit the official ASOS mobile app (downloaded from Apple App Store or Google Play) rather than browsing on a website if you're concerned. Compare the site design to screenshots of the real ASOS website—check product fonts, button layouts, and header design. Call ASOS customer service on 0344 800 8000 (available Mon–Fri, 8am–8pm) to ask if a website is genuine if you're unsure. For more detailed website verification steps, see our guide: /guides/is-this-website-a-scam/. Trust your instincts—if something feels off about layout or speed, it probably is.

What to do if you have already interacted

If you've entered your payment card details on a fake ASOS site, act immediately. Contact your bank or card issuer right away—most have 24-hour fraud lines—and explain you've used a fraudulent website. Ask them to cancel your card and issue a replacement. Request that they flag your account for suspicious activity and monitor for unauthorized transactions. Change your password for any online accounts using the same email address or similar passwords. If you provided your full name, address, date of birth, and email, consider registering with Checkmyfile (free annual credit report) to monitor for identity theft and fraudulent accounts opened in your name. Report the fake website to Action Fraud (0300 123 2040 or online at actionfraud.police.uk) and provide the URL and screenshots. Forward the scam URL to the NCSC Suspicious Email Reporting Service at report@phishing.gov.uk. Report the fake site to Google and Facebook so it's removed from search results and ads. Keep records of all communications with your bank and the scammers for evidence.

Reporting this scam in the UK

Report any ASOS copycat scam to Action Fraud, the UK's national fraud reporting centre, by calling 0300 123 2040 (Mon–Fri, 8am–8pm) or reporting online at actionfraud.police.uk. Provide the fake website URL, screenshots of the site, details of any money lost, and the date you visited. If you received the scam via email, forward it to the NCSC Suspicious Email Reporting Service at report@phishing.gov.uk—they actively work to take down phishing sites. If the scam came via SMS text message, forward it to 7726 (Spam) for investigation. Report the fake website and scam ads directly to the platform they were on: contact Facebook/Meta, Instagram, Google, or TikTok's trust and safety teams with the URL and ad details. Contact Citizens Advice consumer helpline on 0808 223 1133 (Mon–Fri, 9am–5pm) for free guidance on disputing fraudulent charges and protecting your identity. If money was stolen, also report to your bank's fraud team. The more reports received, the faster these fake sites are taken offline and removed from search results.

Frequently asked questions