ASOS Crackdown: Shoppers Banned for Excessive Returns

ASOS, one of the UK’s biggest online fashion retailers, is facing major backlash after banning customers for making what it calls “excessive returns.” Several shoppers have reported receiving unexpected emails stating that their accounts have been deactivated for violating the company's Fair Use policy. For many loyal customers, it felt like a slap in the face.

The controversy centers around ASOS’s updated returns policy, which was quietly introduced in late 2024. Under the new policy, ASOS now charges a £3.95 return fee on certain orders and actively monitors customer return patterns. If a customer consistently returns a high percentage of their purchases, especially low-value items, they may find their account permanently disabled.

ASOS claims these steps are necessary to tackle unsustainable shopping habits, reduce environmental impact, and keep prices low for everyone. However, customers argue that the brand is punishing them for a practice it once openly encouraged trying clothes at home and sending back what doesn’t fit.

Many consumers say they were not clearly informed about the policy change and were shocked to find themselves banned without warning. Some also raised concerns about accessibility, pointing out that online shopping often involves trial and error, especially when sizing varies by brand.

The backlash has sparked a wider debate on the ethics of return bans and how e-commerce giants balance profitability with customer experience. Critics say ASOS’s move could alienate loyal shoppers, while others support the brand’s effort to reduce waste.