HackingRetail & ConsumerRetailVulnerability ExploitTargetedCustomer Data InvolvedIdentity (basic)Financial accountFinancial credentialsMediumContained

Hay House LLC

bd_bcfd340f3550e17d · schema v1 · pii pii-v1

Severity

Medium

Discovered

Dec 5, 2024

Filed

Dec 11, 2024

To disclose

6 days

Affected · nationwide

6,01119 in this filing

Linked

5 filings

Confidence

66%

Full breach record for Hay House LLC →

Hay House LLC reported an external system breach (hacking) affecting 6,011 individuals, including 19 in Maine. Unauthorized access occurred between August 3 and August 5, 2024, when malicious code on the website captured payment card data (names, card numbers, CVVs, expiration dates). The breach was discovered on December 5, 2024, and notifications were sent on December 11, 2024.

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Maine clockDiscovered Dec 5, 2024 → Filed with AG Dec 11, 20246d ✓ ME AG ≤30d6 days 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 · 124 days

discovery → filing · 6 days

Aug 3, 2024

Begins

Dec 5, 2024

Discovered

Dec 11, 2024

Filed

vs. sector median

7 wks faster

This filing is one of 5 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (4) · sorted by filing gap

Montana State AGbd_6a05c4a613d0b33a2024-12-11Verified
Massachusetts State AGbd_a165ebc9d9b100722024-12-11Verified
Vermont State AGbd_d6bcf57fe408b2152024-12-10 · +1dVerified
New Hampshire State AGbd_db40540de04ee8422024-12-16 · +5dVerified

Name: MCDONALD HOPKINS LLC
norm: mcdonald hopkins

Name: Hay House LLC
norm: hay house
Domain: hayhouse.com
Industry: publishing
Industry: Retail & Consumerllm

Discovered: Dec 5, 2024
Breach occurred: Aug 3, 2024 – Aug 5, 2024
Undetected for: 124 daysoccurrence → discovery
Materiality determined: —
Notification sent: Dec 11, 2024
Affected individuals: 6,011state + nationwide
Data types: Identity (basic)Financial accountFinancial credentials
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1056 Input Capture
Threat actor: ExternalFinancial
Regulator citations: Filed notification with Maine Attorney General
Initial access: exploit_public_facing

During the incident: Commenced a prompt and thorough investigation
Working closely with external data privacy and cybersecurity professionals
Changes made: Continually evaluate and modify practices and internal controls to enhance the security and privacy of your personal information
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 6 days(6 days from discovery to filing)
Compliance flags: ME AG ≤30d · 6d
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: Dec 5, 2024
→ Filed with AG: Dec 11, 2024
6d 30 days ME AG ≤30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Dec 5, 2024 → Filed with AG: Dec 11, 2024	6d	30 days	ME AG ≤30d

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 5 filings · 5 states

View merged incident ↗

Vermont State AGDec 10 · first

Montana State AG+1d

Massachusetts State AG+1d

Maine State AG+1d · this page

New Hampshire State AG+6d

Pattern: first filing Dec 10 (VT), last Dec 16 (NH) — a 6-day rolling notification. Rolling spreads often mean counsel is filing as thresholds trip per state. Why this link?

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-a1252b4f8318/763292a2-225e-4edc-be88-0a8292a4459d.html
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Dec 11, 2024
Raw hash: ae16ebb51566cb276134daa93083eeed33e25a6b6ea0919d871848f289af4e90

Linked disclosures

Regulatory filings (4) · sorted by filing gap

Reporting entityMCDONALD HOPKINS LLC

Victim entityHay House LLC

Incidentdiscovered Dec 5, 2024

Stated responseCommenced a prompt and thorough investigation

ComplianceME AG ≤30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov