<jats:title>Abstract</jats:title><jats:sec> <jats:title>Background</jats:title> <jats:p>Alcohol consumption is prevalent among students, with a common tendency to overestimate peers' alcohol use, contributing to increased consumption. This misperception is evident among Flemish students. This study aimed to develop and assess a Social Norms Approach (SNA) intervention targeting Flemish students to correct misperceptions and subsequently reduce alcohol use.</jats:p> </jats:sec><jats:sec> <jats:title>Methods</jats:title> <jats:p>The 'Alcoholfacts' social media campaign was implemented using a quasi-experimental design from November 2022 to March 2023. A process evaluation followed Medical Research Council guidance, and intervention effects were evaluated using baseline and post-intervention surveys. Multiple linear regression with a Difference-in-Difference approach was performed for outcome assessment, using an intention-to-treat approach.</jats:p> </jats:sec><jats:sec> <jats:title>Results</jats:title> <jats:p>The process evaluation showed that 36.3% of the intervention group had seen the campaign and that most of the exposed students found the campaign credible (73.3%). However, 54.8% of the exposed students did not find the campaign appealing. Results of the outcome assessment indicated that students of the intervention group at endline estimated students’ alcohol consumption significantly lower (bootstrapped <jats:italic>p</jats:italic> = 0.013; B = -1.93, bootstrapped CI = -3.620 to -0.565) compared to students of the control group. However, no significant intervention effect on student’s alcohol consumption was found (bootstrapped <jats:italic>p</jats:italic> = 0.741; B = -0.32, bootstrapped CI = -2.101 to 1.534).</jats:p> </jats:sec><jats:sec> <jats:title>Conclusions</jats:title> <jats:p>The study supports the efficacy of an SNA campaign in ...