HackingRetail & ConsumerRetailVulnerability ExploitCustomer Data InvolvedTargetedFinancial accountIdentity (basic)LowContained

Hay House LLC

bd_db40540de04ee842 · schema v1 · pii pii-v1

Severity

Low

Discovered

Dec 5, 2024

Filed

Dec 16, 2024

To disclose

11 days

Affected

22state residents only

Linked

5 filings

Confidence

66%

Full breach record for Hay House LLC →

Hay House, LLC notified the NH AG of unauthorized access to its website between Aug 3-6, 2024. Malicious code captured payment card data. Discovered Dec 5, 2024. 22 NH residents affected. Notifications sent Dec 1, 2024. Network contained; forensic investigation conducted.

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Incident timeline

undetected · 124 days

discovery → filing · 11 days

Aug 3, 2024

Begins

Dec 5, 2024

Discovered

Dec 16, 2024

Filed

vs. sector median

6 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 · +5dVerified
Massachusetts State AGbd_a165ebc9d9b100722024-12-11 · +5dVerified
Maine State AGbd_bcfd340f3550e17d2024-12-11 · +5dCandidate
Vermont State AGbd_d6bcf57fe408b2152024-12-10 · +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 6, 2024
Undetected for: 124 daysoccurrence → discovery
Materiality determined: —
Notification sent: Dec 1, 2024
Affected individuals: 22state-resident count only
Data types: Financial accountIdentity (basic)
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1041 Exfiltration Over C2 Channel
Threat actor: ExternalFinancial
Regulator citations: Notified New Hampshire Attorney General
Initial access: exploit_public_facing

During the incident: Commenced a prompt and thorough investigation
Contained and secured the network
Working very closely with external cybersecurity professionals
Providing the affected residents with written notification
Advising the affected residents about the process for placing fraud alerts and/or security freezes on their credit files
Changes made: Continually evaluates and modifies its practices and internal controls to enhance the security and privacy of personal information
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 11 days(11 days from discovery to filing)
Compliance flags: — (clock not assessable for this source)

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

New Hampshire State AG+6d · this page

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://mm.nh.gov/files/uploads/doj/remote-docs/hay-house-20241216.pdf
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Dec 16, 2024
Raw hash: 996b41e98f01a849b2a9243c6de11c400721b8b394256eb698e85b2f7d57580c

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

Complianceclock not assessable

Extraction provenanceno artifact recorded

Source provenancemm.nh.gov