HackingRetail & ConsumerRetailStolen CredentialsCustomer Data InvolvedIdentity (basic)Financial accountMediumContained

Totally Promotional

bd_6a6e40a14b5a3f79 · schema v1 · pii pii-v1

Severity

Medium

Discovered

Sep 13, 2024

Filed

Oct 16, 2024

To disclose

5 weeks

Affected · nationwide

39,024160 in this filing

Linked

12 filings

Confidence

65%

Full breach record for Totally Promotional →3 incidents on file

Totally Promotional experienced an external system breach (hacking) where an unauthorized actor placed code on its website's payment platform to capture customer payment card information and names. The incident affected 39,024 individuals, including 160 Maine residents. The breach occurred between November 20, 2023, and July 11, 2024. The company discovered the incident on September 13, 2024, and notified affected individuals on October 16, 2024.

J jump to incidentP pin to compareR raw source

Maine clockDiscovered Sep 13, 2024 → Filed with AG Oct 16, 202433d ⏱ ME AG >30d5 weeks discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 298 days

discovery → filing · 5 weeks / 33 days

Nov 20, 2023

Begins

Sep 13, 2024

Discovered

Oct 16, 2024

Filed

vs. sector median

5 wks faster

This filing is one of 12 filings about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (10) · sorted by filing gap

New Hampshire State AGbd_0863f54abe165fa02024-10-16Verified
California State AGbd_1c60e5c2cd51bcd72024-10-16Verified
Vermont State AGbd_2fda4f5e88961d5a2024-10-16Verified
Washington State AGbd_619415059fc740b82024-10-16Verified

Show 6 more filings ↓up to 40d gap

Oregon State AGbd_7ee71c6bd4ebf5872024-10-16Verified
Montana State AGbd_815acf1458eb700c2024-10-16Verified
Indiana State AGbd_8eead9e4b3730fb02024-10-16Verified
Massachusetts State AGbd_e25bb90ff2c3fdaf2024-10-16Verified
South Carolina State AGbd_3e6dc4f6f09659bf2024-10-17 · +1dVerified
California State AGbd_8ddbfbb06d2cdce52024-11-25 · +40dVerified

Showing first 10 of 11 linked disclosures.

Name: Totally Promotional
norm: totally promotional
Domain: totallypromotional.com

Name: Totally Promotional
norm: totally promotional
Domain: totallypromotional.com
Industry: Retail & Consumerllm

Discovered: Sep 13, 2024
Breach occurred: Nov 20, 2023 – Jul 11, 2024
Undetected for: 298 daysoccurrence → discovery
Materiality determined: —
Notification sent: Oct 16, 2024
Affected individuals: 39,024state + nationwide
Data types: Identity (basic)Financial account
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1056 Input Capture
Threat actor: ExternalFinancial
Regulator citations: Providing written notice of this incident to relevant state regulators, as necessary
Initial access: exploit_public_facing

During the incident: Commenced an investigation to better understand the nature and scope of this activity
Undertook a review of the affected data to determine what information was impacted and to whom it related
Moved quickly to investigate and respond to the incident, assess the security of Totally Promotional systems, and identify potentially affected individuals
Providing impacted individuals with guidance on how to better protect against identity theft and fraud
Providing written notice of this incident to relevant state regulators, as necessary, and to the three major credit reporting agencies, Equifax, Experian, and TransUnion
Changes made: Working to implement additional safeguards and training to its employees
Reviewing and adjusting existing policies and procedures to reduce the likelihood of a similar future event
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 5 weeks(33 days from discovery to filing)
Compliance flags: ME AG >30d · 33d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: Sep 13, 2024
→ Filed with AG: Oct 16, 2024
33d 30 days (soft) ME AG >30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Sep 13, 2024 → Filed with AG: Oct 16, 2024	33d	30 days (soft)	ME AG >30d

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 11 filings · 10 states

View merged incident ↗

New Hampshire State AGOct 16 · first

California State AGOct 16 · first

Vermont State AGOct 16 · first

Washington State AGOct 16 · first

Oregon State AGOct 16 · first

Montana State AGOct 16 · first

Indiana State AGOct 16 · first

Massachusetts State AGOct 16 · first

Maine State AGOct 16 · first · this page

South Carolina State AG+1d

California State AG+40d

Pattern: first filing Oct 16 (NH), last Nov 25 (CA) — a 40-day rolling notification. Rolling spreads often mean counsel is filing as thresholds trip per state. Why this link?

Cascade drawn from the first 10 linked disclosures of 11 — the full spread may be wider.

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/7bb4247e-a706-473f-b7ea-f7f3f74db595.html
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Oct 16, 2024
Raw hash: 5de31ce77d0535547642b28e63a57957dab5af4db83be012f115e0f5b3a673d6

Linked disclosures

Regulatory filings (10) · sorted by filing gap

Reporting entityTotally Promotional

Victim entityTotally Promotional

Incidentdiscovered Sep 13, 2024

Stated responseCommenced an investigation to better understand the nature and scope of this activity

ComplianceME AG >30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov