Wet and messy fetish (WAM), sometimes known as sploshing, is a form of sexual fetishism whereby a person becomes aroused when substances are deliberately and generously applied to the naked skin, predominantly the face, or to the clothes people are wearing. Several websites are dedicated to WAM.
Messy substances can include whipped cream, mud, shaving foam, custard, baked beans, dahl, ketchup, ice cream, pudding, chocolate sauce, peanut butter, Japanese-style lotion, paint, oil or gunge/slime, cake batter etc. A subject will often be pelted with cream pies, slimed or sit on cakes. Wet substances are mainly water but can also include other liquids such as fruit juice, milk or alcohol (usually beer).
Bodily fluids such as feces, urine, vomit, semen, and female ejaculate are not considered part of WAM. The former three are typically considered coprophilia, urophilia, and emetophilia; urophilia is somewhat mainstream in pornography. The latter two are also somewhat mainstream.
Videos of the fetish made by both fans and companies can be seen frequently on 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 on the site do not include nudity and are therefore safe for all audiences to view.