What is ASOS Live?

ASOS Live is a feature within the online fashion shopping app ASOS. Users can discover new style advice and tutorials through live and on-demand videos, which feature influencers highlighting products available for purchase on the ASOS app.

The feature can only be accessed through the ASOS app and is not available through the browser version of ASOS. Users can download the app from the Google Play or Apple App stores.

ASOS Live is present on the app as its own content feed. It resembles TikTok or Instagram reels, although there is no comment section or ability to scroll through content. 

Minimum age rating

There is no specific age rating for ASOS Live. However, ASOS’ Terms & Conditions state that people aged 16 and over can make purchases, so this is likely the same age required to use ASOS Live.

ASOS’ Terms & Conditions do point out that some of the goods sold on the app may not be suitable for under 18s. Some of these products might be highlighted on ASOS Live.

Users can sign up for an account for £7.99 per month or £79.90 per year and can create up to 7 While in the ASOS app, users can navigate to the Live tab and begin watching video content. This content is livestreamed at certain times, and once the livestream is over, it is kept in the Live section for viewers to watch in future.

Videos are created by ASOS, often in collaboration with influencers and content creators. This means that the videos are unlikely to feature inappropriate content, as they are made to fit ASOS’ company guidelines.

The videos cover a range of fashion topics, including clothing, make–up and hair. Any product featured in the video can be purchased directly through the ASOS app. Timestamps appear along the bottom of the video, linking viewers straight to the product being shown at that moment. This allows users to move seamlessly from watching the video to viewing and purchasing the item.

Overspending

ASOS Live videos are essentially adverts for ASOS products, with the creators highlighting these products and providing links in the videos for seamless purchasing. This can influence younger viewers to buy what they see, and because the videos are designed to make purchasing easy, there is an increased risk of impulse buying and overspending.

Impact on self-image

Content based around fashion and styling can often focus on ‘must-have’ products and current trends. Children might feel unpopular or less cool if they do not have these products, which can result in overspending, but can also result in their self-image being negatively impacted.

If your child engages with ASOS Live, these actions can help them have a safer experience.

• Educate them on money management. Overspending is a risk while using ASOS Live, so you should educate your child on money management before they use the platform. Our online money management guide has advice on helping your child learn responsible spending habits.
• Set spending limits. In the in-built settings of your child’s device, you can make it so that purchases require authentication or disable purchases altogether. You can also agree on a monthly spend limit with your child, to prevent them spending more than they should. For older teens who have online banking, you can provide a monthly allowance, which can help them understand the value of money and learn budgeting.
• Support emotional wellbeing. Help your child develop a positive self-image and maintain their emotional wellbeing. Find advice on how to support them with this in our digital wellbeing guide.