We just called it signing each others shirts. There is no term exactly for it I don't think. I think writing on people has come about more from the drinking side of things (when A-Leveler's finish school and go to the pub after school then it goes from shirts to skin).
When it comes to University it is simply based on people being drunk and it goes from shirts to thinking writing on skin is funny/a good idea.
It is basically the same as signing year books; I in fact decided that on my last day of year 11 and sixth form I'd rather have a notebook with messages from my friends so I did both.
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