Wet and messy fetish 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.

Messy substances most commonly focused on by WAM participants include whipped cream, raw eggs, milk, lotion, paint, oil, mud, pudding, chocolate sauce, fruit juice, beer, shaving foam, shampoo, soap, 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.

Can be used together with Sex Involving Food, if the items involved are food products.