‘Slap in the face' blast shoppers after being BANNED from UK retail giant for ‘returning too many items'

The Sun

26-06-2025

SHOPPERS have shared their fury after being banned from shopping at a UK retail giant for returning too many items of clothing.
Thousands of fashion fans have received emails stating that their accounts have been closed with "immediate effect" for breaking the Fair Use Policy.
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ASOS last year enraged customers by charging a £3.95 fee to those who return items frequently, and keep less than £40 worth of items.
And now the fast-fashion giant has sparked fury again, with customers describing the strict policy as a "slap in the face".
ASOS said: "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."
ASOS' Fair Use Policy states that customers may have their accounts shut down if they carry out "unusual or suspicious activity", such as "unusual patterns of returns activity", and returning items that look like they have been worn.
Lucy Britnell, from Teeside, has been paying for a premium ASOS account for seven years, but has now been banned from using the fast-fashion website.
The self-confessed "shopaholic" said that she spends around £100 a month at ASOS and spent a whopping £500 on a haul for her latest holiday.
She revealed that when buying large hauls, she often buys multiple sizes, as she claims ASOS' sizing is "often unpredictable".
However, last Thursday, Lucy received an email stating that her account would be closed within 30 days.
"After reviewing your recent return activity, we've noticed that it no longer aligns with our current policy", the email read.
I've found the perfect spring wedding guest dress - it's from ASOS & people say it's so nice I'd even upstage the bride
Lucy was left shocked by the email telling the BBC: "It was a real slap in the face - I thought it was a joke at first.
"Even if they did reinstate my account, I'd take my money elsewhere.
"It's really left a bad taste in my mouth."
Other customers have revealed that they have tried to appeal the ban, but were "cut off" by customer service.
Can your account be closed for making too many returns?
By Laura McGuire, Consumer Reporter
WHEN shopping online it is important to be clued up on what your rights are - especially when it comes to making a return.
H&M, Boohoo and Zara are among the countless fashion retailers which make customers pay for sending products back.
And brands such as ASOS and Pretty Little Thing now ban customers who return items frequently.
Retailers can impose these stricter rules as part of their own returns policies.
Some stores may assess shoppers return behaviour on a case-by-case basis, while others may have a strict blanket policy.
Amazon customers in the US have claimed the retail giant has closed accounts without warning more making too many returns.
Louise Gowrie, from Glasgow said: "I tried again and asked how to complain regarding this and they told me the decision was final - and cut me off again with no reasoning."
Frankie Allen from London, was also told by customer service that nothing could be done about the ban, and slammed "robotic comms" for "alienating" customers.
However, she added that she does understand why ASOS has decided to crack down.
"I've received ripped jeans and clothes with make-up on them before from ASOS, so I know there are some people who abuse the policy - like they wear the clothes once, keep the labels on, then return them for a refund," she said.
Explaining why ASOS introduced the severe measures, retail expert Medi Parry-Williams said: "Managing high volumes of returns simply isn't a sustainable model.
"In many cases, a return fee of £3.95 doesn't come close to covering these costs."
And ASOS is not the only online store to crack down on customers who make frequent returns.
H&M, Boohoo, Pretty Little Thing, and Zara are among stores which now charge customers.