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.[1] Several websites are dedicated to WAM fandom.
Messy substances can include whipped cream, mud, shaving foam, custard, baked beans, 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; the latter being somewhat mainstream in pornography.[1]
Videos of the fetish, by both fans and companies can be seen frequently on YouTube. Some of these videos are flagged, but most of them are 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.
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The popular sex column Savage Love has mentioned WAM. In one article there was a reply to a letter from the roommate of someone who masturbates with condiments. Dan Savage, the writer of Savage Love, did not condemn the fetish in that incident but instead only condemned the fetishist for using condiments used by others.[2]
Wet and messy fetishism, also known as wamplay, made mainstream news when a teacher in Halifax, West Yorkshire was disciplined for searching for WAM related terms on a school computer. An article about the incident described what the teacher was looking for as "bizarre".[3] He was given a two-year conditional registration order.[3]
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