Wet and messy fetish (WAM), also known as sploshing, is a form of sexual fetishism whereby a person becomes aroused when copious amounts of a substance are applied to the naked skin, face, or to clothing. Several dozen websites are dedicated to WAM.
Many people with WAM fetishes are drawn to the tactile sensations of wet or messy substances against their skin. Other individuals simply prefer the visual appeal of others getting wet or messy with products that have different textures, consistencies and colours. A subject will often be pelted with cream pies (sometimes using shaving foam rather than real cream pie filling), have slime dumped on them, or sit on cakes. Another common theme is the pouring of substances inside clothing while it is being worn; clothing chosen for this can vary from swimsuits or underwear to full outfits. Normal street clothes, either casual or office wear, are commonly featured in WAM productions, but many other types of outfits, from wedding attire to industrial overalls or more specialist fetishwear such as PVC, latex, or leather items may be used. White items are particularly popular with some fans of this fetish.
Messy substances most commonly focused on by WAM participants include whipped cream, raw eggs, milk, lotion (see lotion play), paint, oil, mud, pudding, chocolate sauce, fruit juice, beer, shaving foam, shampoo, soap (see Soapland), custard, baked beans, treacle, ketchup, ice cream, peanut butter, slime, and cake batter, among others.
A fetish for bodily fluids such as feces, urine, vomit, semen, and female ejaculate is not considered part of WAM. The former three are typically considered coprophilia, urophilia, and emetophilia; urophilia is occasionally found in mainstream pornography; the other two are less common fetishes.
WAM fetish videos (made by both fans and commercial producers) may include nudity and sexual acts, while others may only feature fully clothed participants. Videos can frequently be seen on public video hosting sites like YouTube. Some of these videos are flagged but most of them remain available despite the sexual undertones, mainly because a large majority of wet and messy videos posted publicly do not include nudity and are therefore considered suitable for all audiences to view. Indeed, not only is much WAM video content indistinguishable in any easily defined sense from the kind of slapstick featured in mainstream entertainment, but scenes of slimings or pieings from the mainstream media are often compiled and marketed by producers towards a WAM fetishist target audience.