Influencer banned for life from ASOS says new rules 'punish' shoppers

Daily Mirror

4 days ago

A community and inclusivity activist has taken to social media to call out the online retail giant ASOS after she and numerous other customers were banned from the site for life
After waking up to find she had been banned for life from ASOS, author, broadcaster and community activist Tskenya Sarah Frazer is calling out the company for its 'exclusionary' update. According to Tskenya, ASOS's ban of customers with a high return rate disproportionately impacts petite, tall, plus-size and disabled shoppers.
The online fashion giant has already received widespread backlash after closing a number of customer accounts, citing repeated violations of its Fair Use policy. A spokesperson for the company told The Mirror: "We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our Fair Use policy.
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"This helps us maintain our commitment to offering free returns to all customers across all core markets,' the spokesperson confirmed. While the move is meant to create a more "eco-friendly ASOS," Tskenya says the move 'further propagates harm for those who exist outside of eurocentric beauty ideals '.
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READ MORE: Major fashion brand loved by Brits bans thousands of customers 'with immediate effect'
In a TikTok video that has been viewed over 100,000 times, Tskenya explains: 'I am a plus size woman. I wear a UK size 18. I'm also tall - I'm 5'9 - and I have an inside leg of 32 inches. Which means I can't just pop out to the high street and find clothing that fits.'
She explains that like many other tall, plus size and even petite people she is forced to shop online to find clothing that fits. 'In order to find the right fit, it sometimes means I have to order more than one size and more than one length and, sadly, oftentimes…they still don't fit well'.
Tskenya says she has been an ASOS customer for over 10 years, even sticking by the brand when they implemented a £3.95 fee for customers with 'frequently high return rate[s]' in September 2024. 'That was a tax that many people like myself are willing to pay because we've come to accept and internalise that we have a fashion industry that is woefully exclusive.'
Tskenya says the new ban is an "egregious" move to "punish" individuals for returning clothing. That said, Tskenya acknowledges the sustainability concerns of ordering high volumes of clothing from e-commerce sites.
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To this criticism, Tskenya says the solution is to lobby for a fashion industry that 'really takes its time' with accurate and inclusive sizing.
In a follow-up video shared the same day, Tskenya said she was so "overwhelmed" by the volume of people that have had similar experiences that she started a petition. Tskenya says consumers have an "absolute right" to make online returns and implores viewers to keep emailing ASOS customer service teams.
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Tskenya's petition is entitled: 'Fair Fits, Fair Returns: Stop Charging and Punishing Customers For Online Returns'. The campaign calls for a 'government-led review' of Fair Use bans and discriminatory return practices, as well as greater regulation and transparency from online retailers on how return data is used and who it affects.
In her most recent update video uploaded on June 22, 2025, Tskenya shares that she has continued to receive a wave of support from other ASOS customers and encourages her audience to keep spreading the word. "I just want to make sure that as we continue to exist more online...that we keep our rights as consumers, not only to buy but also to shop".
She says she has reached out to numerous bodies to seek answers and demand action. "I have emailed the Department of Business and Trade. I have emailed ASOS CEO, ASOS Legal, ASOS Care Team - even though the inbox is full...I've also emailed my local MP and I encourage you all to do the same."
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Tskenya continues: "This is something that requires urgent, urgent discussion and urgent, urgent policy surrounding it because we cannot continue to allow these retailers to play in our face." Tskenya told The Mirror that she has yet to hear back from ASOS or any MPs regarding the petition, but that she hopes to see movement soon.
Like fast fashion sites like Shein and Temu, ASOS has become well-known for its accessible pricing and convenient shopping. But sites like these have been criticised for not only promoting wasteful consumption and hurting impacting the economic competitiveness of more sustainable or local brands.
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Recently the French Senate overwhelmingly approved legislation to regulate 'ultra' fast fashion giants Shein and Temu. On June 10, the Senate passed a bill which would sanction companies with low 'eco-scores' and prohibit fast fashion advertisements.
The bill directly targets Chinese e-commerce companies which have a reputation for selling products at extremely low prices. Environmental groups like Friends of the Earth have highlighted that Shein high product turnover "break[s] the market by selling at a loss" and "encourag[es] overconsumption and waste".