WAM, bang, thankyou mam: A brief look at ‘wet and messy’ fetishes

In a previous blog, I briefly looked at salirophilia – sometimes called saliromania – a sexual paraphilia in which individuals experience sexual arousal from soiling or disheveling the object of their desire (typically an attractive person). I noted in that blog that salirophilia is related to other fetishes and paraphilias such as ‘sploshing’ (deriving sexual pleasure from wet substances – but not bodily fluids – being deliberately and generously applied to either naked or scantily clad individuals) and sometimes referred to as ‘wet and messy’ (WAM) fetishism or ‘wamplay’. The word ‘sploshing’ is thought to have been derived from the UK-based fetish magazine Splosh! that began publishing in 1989, ran for 40 issues, and featured stories and photographs of women is messy situations.

In 2005, ‘wamplay’ made the news here in the UK when Bernard Bertola, a teacher from Halifax in West Yorkshire was given a two-year conditional registration order for searching for WAM-related terms on one of the school computers where he worked. As an article by Brian Coates in the Halifax Evening Courier noted:

“A school’s former head of IT has been disciplined for watching bizarre internet porn where women were covered in beans, spaghetti, pies and trifles. Bernard Bertola, who taught for nearly 20 years at Hipperholme and Lightcliffe High School, was found guilty of unacceptable professional conduct by the General Teaching Council. He was given a two-year conditional registration order, which means he can remain on the register of teachers but must adhere to conditions. Bertola used a school computer to view Internet sites such as ‘Messy and Wet’, ‘Gunge Tank’’ and ‘Messy Mania’…The council said he had knowingly accessed sites inappropriate for a school environment. ‘If he hadn’t expected sexual images you would not expect to see words such as ‘sexy blonde actress gets pie after pie’, said presenting officer Bradley Albuery. An IT manager had spotted Bertola viewing food fetish websites in June 2003 from a monitoring computer in another room”.

Interestingly, this news story also mentions Bertola’s viewing of food fetish sites. Food fetishes and paraphilias (i.e., sitophilia) are different from wamplay (and was a topic I examined in a previous blog). However, there are clearly behavioural (and possibly psychological) overlaps between the two fetishistic behaviours.

As far as I am aware, there has been no empirical or clinical research published concerning WAM fetishes. Dr. Katharine Gates in her 2000 book Deviant Desires: Incredibly Strange Sex notes that individuals who are into WAM fetishes derive sexual arousal from substances that are deliberately and generously applied onto their (or others’) naked skin, predominantly the face, or onto people’s clothes while they are still wearing them. According to the Wikipedia entry on WAM fetishes, the messy substances typically used in such encounters include various foodstuffs (custard, ice cream, ketchup, whipped cream, baked beans, liquid puddings, chocolate sauce, peanut butter, cake batter, etc.), drinking beverages (e.g., milk, fruit juices, beers, etc.) and/or other non-foodstuffs (e.g., shaving foam, mud, paint, oil, gunge, slime, Japanese style lotion, etc.). There are many other substances (mostly foodstuffs) that I have come across being mentioned and/or used on other WAM websites including honey, marshmellow spread, chocolate spread, mousses (edible and non-edible), jelly, meringue, lard, margarine, and butter.

An important thing to note in relation to WAM fetishes is that they do not involve body fluids as such bodily substances are part of other distinct sexual paraphilias such as coprophilia (faeces), urophilia (urine), lactophilia (breast milk), menohilia (menstruated blood), and emetophilia (vomit). The Wikipedia entry also notes:

“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”.

I also came across an online posting that featured lots of information about lots of sexual fetishes and paraphilias that included some information on ‘wamming’ that I have not come across anywhere else. I reproduce it here but cannot vouch for the veracity of the information as there are no supporting references (however, the information had good face validity which is why I thought I would include it in this blog):

“Body painting, whipped cream licking, and food fighting are milder forms of wamming. The goal is usually to find common household items that are slippery, edible, and don’t stain or sting the skin. Jello stains, for example, while pudding doesn’t. Margarine is better than butter, for example, because butter and milk products stink on the skin. Alcohol and sugar products should be kept away from the vaginal area. Trash bags or dropcloths are usually placed on the floor, and shaved pubic hair is often a prerequisite. Wamming can be done with one sexual partner at a time or in orgy fashion, although most wammers prefer one partner at a time. The appeal is that it stimulates all five senses at the same time”.

The Seattle-based journalist Dan Savage who used to have a newspaper column related to strange sexual behaviour (and who I mentioned in previous blogs on pregnancy fetishism and sexual urtication) also briefly covered WAM-related sexual behaviour in a letter he was sent by one of his readers. The letter read:

“My roommate uses condiments to lubricate his penis when he beats off. He tries to be sneaky when he takes mayonnaise or ketchup out of the kitchen, but I’ve seen him do it. When he does, a rhythmic slurping sound can soon be heard over the radio that he only turns up loud when he beats off. I am seriously disgusted because he puts the condiments back into the refrigerator when he’s finished…How do I make him stop?”

Savage’s reply was hardly the most serious, but it did at least acknowledge that this sort of behaviour appears to be one of a WAM fetishist as he replied:

“If you just want to make him stop, SS, I suggest you empty a bottle of Tabasco sauce into the bottle of ketchup in your fridge, or a few tubes of BenGay into your mayonnaise. That will put a stop to his condiment abuse. Or you can be a man about it…and tell him to go buy some actual lube or, if he’s a wet-and-messy fetishist, suggest that he buy himself play-time-only condiments and keep ’em in a small fridge in his room”.

Whether WAM fetishes ever become the subject of serious academic research is debatable (probably not) but that doesn’t mean they are not of psychological interest. As with most fetishistic behaviours, my guess is that most wammers’ behaviour will have been reinforced via classical and/or operant conditioning experienced in childhood or adolescence. I would be also interested to know what other fetishistic behaviours co-occur with sploshing (e.g., sitophilia, salirophilia).

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Caotes, B. (2005). Teachers naked women and beans. Halifax Evening Courier, February 4. Located at: http://www.halifaxcourier.co.uk/news/local/teacher-s-naked-women-and-beans-1-1959014

Gates, K. (2000). Deviant Desires: Incredibly Strange Sex. New York: RE/Search Publications.

Savage, D. (2004). Savage Love: With a Bang. The Stranger, September 9. Located at: http://www.thestranger.com/seattle/savage-love/Content?oid=19248

Wikipedia (2013). Splosh! Located at: http://en.wikipedia.org/wiki/Splosh!

Wikipedia (2013). Wet and messy fetishism. Located at: http://en.wikipedia.org/wiki/Wet_and_messy_fetishism

About drmarkgriffiths

Professor MARK GRIFFITHS, BSc, PhD, CPsychol, PGDipHE, FBPsS, FRSA, AcSS. Dr. Mark Griffiths is a Chartered Psychologist and Professor of Behavioural Addiction at the Nottingham Trent University, and Director of the International Gaming Research Unit. He is internationally known for his work into gambling and gaming addictions and has won many awards including the American 1994 John Rosecrance Research Prize for “outstanding scholarly contributions to the field of gambling research”, the 1998 European CELEJ Prize for best paper on gambling, the 2003 Canadian International Excellence Award for “outstanding contributions to the prevention of problem gambling and the practice of responsible gambling” and a North American 2006 Lifetime Achievement Award For Contributions To The Field Of Youth Gambling “in recognition of his dedication, leadership, and pioneering contributions to the field of youth gambling”. His most recent award is the 2013 Lifetime Research Award from the US National Council on Problem Gambling. He has published over 600 research papers, four books, over 130 book chapters, and over 1000 other articles. He has served on numerous national and international committees (e.g. BPS Council, BPS Social Psychology Section, Society for the Study of Gambling, Gamblers Anonymous General Services Board, National Council on Gambling etc.) and is a former National Chair of Gamcare. He also does a lot of freelance journalism and has appeared on over 2000 radio and television programmes since 1988. In 2004 he was awarded the Joseph Lister Prize for Social Sciences by the British Association for the Advancement of Science for being one of the UK’s “outstanding scientific communicators”. His awards also include the 2006 Excellence in the Teaching of Psychology Award by the British Psychological Society and the British Psychological Society Fellowship Award for “exceptional contributions to psychology”.

Posted on April 30, 2015, in Case Studies, Compulsion, Obsession, Paraphilia, Psychology, Sex, Sex addiction and tagged , , , , , , , , , , , , , , . Bookmark the permalink. 1 Comment.

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