HackingRetail & ConsumerRetailVulnerability ExploitData ExfiltratedTargetedPCIFinancial accountIdentity (basic)LowContained

Hay House LLC

bd_d6bcf57fe408b215 · schema v1 · pii pii-v1

Severity

Low

Discovered

Dec 5, 2024

Filed

Dec 10, 2024

To disclose

5 days

Affected

Not disclosed

Linked

5 filings

Confidence

65%

Full breach record for Hay House LLC →

Hay House LLC notified consumers that malicious code on its website captured payment card data (names, card numbers, CVVs, expiration dates) entered between August 3-5, 2024. The incident was discovered on December 5, 2024. Forensic investigators were engaged. 13 Rhode Island residents were explicitly identified as impacted.

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Vermont clock✓ VT AG ≤14 bday5 days discovery → filing

⚠ unattributedNo provenance was recorded for this discovery date and it matches no other date on the record. It may be correct, but it is not independently grounded.

Incident timeline

undetected · 124 days

discovery → filing · 5 days

Aug 3, 2024

Begins

Dec 5, 2024

Discovered

Dec 10, 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_6a05c4a613d0b33a2024-12-11 · +1dVerified
Massachusetts State AGbd_a165ebc9d9b100722024-12-11 · +1dVerified
Maine State AGbd_bcfd340f3550e17d2024-12-11 · +1dCandidate
New Hampshire State AGbd_db40540de04ee8422024-12-16 · +6dVerified

Name: Hay House LLC
norm: hay house
Domain: hayhouse.com

Name: Hay House LLC
norm: hay house
Domain: hayhouse.com
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: Not disclosed
Data types: PCIFinancial accountIdentity (basic)
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1041 Exfiltration Over C2 Channel
Threat actor: ExternalFinancial
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: 5 days(5 days from discovery to filing)
Compliance flags: VT AG ≤14 bday
Discovery-date grounding: unattributedNo provenance was recorded for this discovery date and it matches no other date on the record. It may be correct, but it is not independently grounded.

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 5 filings · 5 states

View merged incident ↗

Vermont State AGDec 10 · first · this page

Montana State AG+1d

Massachusetts State AG+1d

Maine State AG+1d

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://ago.vermont.gov/document/2024-12-10-hay-house-data-breach-notice-consumers
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Dec 10, 2024
Raw hash: d201c638c8d5fe57fba934903b840441ea29484e70bd48c168cb2221af694565

Linked disclosures

Regulatory filings (4) · sorted by filing gap

Reporting entityHay House LLC

Victim entityHay House LLC

Incidentdiscovered Dec 5, 2024

Stated responseCommenced a prompt and thorough investigation

ComplianceVT AG ≤14 bday

Extraction provenanceno artifact recorded

Source provenanceago.vermont.gov