After Asos backlash UK shoppers say online returns limits fair when polices are explained

New research from The Harris Poll UK has found that 86% of UK consumers believe limits on returns are reasonable - once the policy has been explained to them.

The news follows shortly after many Asos customers took to social media to complain their accounts had been closed after being flagged as ‘serial returners’. The fast fashion giant also introduced a charge for customers who “regularly” return items of £3.95 if they choose to keep less than £40 worth of items.

Despite the initial backlash, a The Harris Poll survey of a nationally representative sample of UK adults found that 75% agree such returns policies protect the majority of shoppers from being charged for returns and only 4% believe these policies are unfair.

Most customers were found to be aware of fair use policies, with 53% of customers overall reporting awareness, increasing to 63% amongst under 35s. 

The customers surveyed agreed a limit of 15-17 returns a year, or 1.5 items a month, would be a fair limit. Just 7% agreed that 50 or more returns would be acceptable.  

However, the research also found 75% of consumers still expect free returns as standard, rising to 83% for under 35s. A third of consumers say they “fairly” or “very often” return some or all of their clothing purchases. 

The Harris Poll UK says that retailers must effectively explain their returns policy to consumers or risk being perceived as restrictive rather than protective.

“Our research shows that shoppers are reasonable when they understand the ‘why’,” says Steve Brockway, Chief Research Officer at The Harris Poll UK.

“The real risk to retailers isn’t the policy itself, it’s failing to communicate it in a way that feels fair, transparent and how it benefits or protects customers. It's imperative that retailers don't rely on operations teams to solely own the communication of fair use policies as your reputation is at stake.”

2025 RTIH INNOVATION AWARDS

Online returns will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.