### ASOS Faces Backlash After Shoppers Banned Without Warning Amid Return Crackdown
ASOS, one of the UK’s leading online fashion retailers, has sparked confusion and frustration among its customer base after initiating an unexpected wave of account closures. Numerous shoppers have found themselves permanently banned from the platform, with some stating they have barely used the site in recent months.
The controversy centres around ASOS’s recent tightening of its “fair use” policy. Introduced last September, this policy saw the retailer begin charging certain customers for returns deemed excessive or frequent. Previously, UK shoppers could return unused items within a two-week window at no cost, a policy that made ASOS popular for risk-free online shopping. However, changes were put in place targeting “serial returners”, and new rules mean that Premier subscribers must retain at least £15 worth of each order to avoid fees, while non-subscribers must keep items totalling £40.
The latest development appears to go further, with ASOS actively closing the accounts of individuals it perceives as breaching the revitalised policy. Customers have received emails warning them that, following a review of their return history, their account will be terminated in 30 days. The notification adds that any attempts to open new accounts will also be blocked, with the ban extending to related accounts.
What has added to the sense of injustice among those affected is that some insist they have not shopped with ASOS for months. According to one such customer, the account closure came completely out of the blue. “Some time ago, we contacted you to inform you of certain changes made to our Fair Use Policy. After reviewing your recent return activity again, you are still part of a small group… [and] we have decided to close your account,” the company’s email read.
ASOS has acknowledged that only a small fraction of its customers have been impacted, but the lack of clarity and apparent inconsistency in enforcement has caused widespread annoyance. In the era of social media, disgruntled customers have not kept their feelings to themselves. On TikTok, a user going by @vmyellen expressed anger after her own account was shut down, stating that when she contacted customer service, she was told the decision was final and her query was quickly dismissed. Comments from other users revealed similar experiences, with some highlighting their long-standing loyalty to the brand.
One customer shared their bewilderment at being banned, having made 105 purchases over a decade and insisting they kept far more items than they returned. “I tried to log a complaint and every time I ask on the chat, they just paste the policy and close the chat,” the user said. Another, who claims to have been a customer since 2006, lamented the declining product quality and expressed dismay at the brand’s treatment of its customers, stating they had deleted their account in protest.
The situation has also flared up on platforms like X (formerly Twitter), where shoppers have reported losing access to their accounts despite frequently buying and showcasing ASOS clothing. Ironically, in at least one case, the official ASOS Instagram account later contacted a banned customer to request permission to use a photo of them in ASOS attire.
While some have blasted ASOS for penalising loyal customers and failing to address underlying quality issues which may be contributing to higher return rates, others have defended the brand’s policy, mentioning that the cost of free returns is far greater for online retailers compared to brick-and-mortar shops. Excessive returns can severely impact profitability, especially as consumers increasingly shop for fashion online.
An ASOS spokesperson explained the company’s perspective, saying: “We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our Fair Use policy. This helps us maintain our commitment to offering free returns to all customers across all core markets.”
The situation has highlighted the complexities faced by e-commerce businesses looking to balance customer satisfaction with operational efficiency. It also demonstrates how new policies, however well-intentioned, can sometimes have unintended effects — in this case, alienating some of the brand’s long-time supporters.
For now, ASOS maintains that its account closures are targeted and affect only a minor portion of its shoppers. However, as more customers share their experiences online, the company may find itself under increasing pressure to clarify its policies and offer more transparent communication to its global customer base.