Without relation to what Hermoso (or the RFEF PR team) says, it was not appropriate. Even if they are friends, Rubiales is there as La Liga president, not as a friend.

What would have been the public reaction if Infantino would have kissed Hermoso?

What would have been the public reaction if Rubiales would have kissed Queen Letizia?

This guy is a shame to Spanish soccer, I am surprised the backslash is mainly in social media and the mainstream media is just banking with clickbait low level articles. A shame.