A new social media platform tailored specifically for Icelanders named Slapp has been introduced, aiming to address the overwhelming presence of artificial content and advertising that users experience on existing platforms. Kristján Leó Guðmundsson, one of the co-founders of Slapp, emphasized that the inspiration for this platform came from a sense that popular social media channels were losing their appeal, as they no longer showcased content from friends and family that people genuinely wanted to see. The goal is to create a space where users can enjoy a more intimate and relevant social networking experience.

Unique to Slapp is the requirement for users to log in using electronic identification, which ensures that all accounts are associated with real identities. This measure is designed to foster a safer online environment by preventing anonymity that often leads to the creation of bots or misleading meme accounts. By using real names, the founders envision a community of genuine users who feel accountable for their interactions on the platform. This approach not only enhances the authenticity of the social exchanges but also aims to reduce the negative impacts of trolls and misinformation.

The platform also features a popular option called the "Djamm-takkinn," which focuses on socializing and connecting with others in a more meaningful way. By prioritizing user engagement over commercial interests, Slapp positions itself as a refreshing alternative to existing social media giants, refocusing on the social aspect of media consumption. This initiative could significantly impact the social media landscape in Iceland, potentially influencing how users engage with technology and community online.