A wet and messy fetish (WAM) is a form of sexual fetishism that has a person getting aroused by substances applied on the body like mud, shaving foam, custard pudding, chocolate sauce, squirty cream, non-dairy creamer, jelly etc. It could also involve wet clothes, or any combination of the above. The arousal occurs when the substance is deliberately and generously applied to the naked skin, or to the clothes the person is wearing. It also could occur when seeing someone else getting wet and/or messy.

As of 2005, Yahoo! features “Wet and Messy” fetishism as one of its fetish subcategories in its online directory.

* Messy – the applying of largely opaque substances not usually used in this fashion. This includes food, shaving cream and mud. A major subdivison of food play involves striking people with custard pies much like in silent comedy films. This category also includes wrestling in mud, oil or gelatin.
* Wet – The major varieties are of images of people in completely soaked clothing, usually involving full clothing ensembles.
* Quicksand – images of people sinking in quicksand. In drawn images, the stage where female characters sink up to their chests and their breasts are pushed up in response is a favourite.
* Underwater – Also called aquaphilia.

Bodily fluids such as feces, urine and semen are not usually considered part of WAM. The former two are typically considered coprophilia and urophilia; the latter is rather mainstream pornography (see cumshot).

Part of the current awareness of wet and messy fetishism is due to the British fetish magazine Splosh!. This magazine featured pictures of, and stories about, women in wet and messy situations, although its production has recently slowed. This has lead to the word ‘Sploshing’ being used as a kind of shorthand, especially in mainstream media, for the Wet and Messy fetish.