Or she's being pressured to say it's okay to kill the controversy.

Just for context, it has been revealed that the alleged statement of "natural gesture of affection, etc" is false and forged.

It was released by the Federation, but she never said that.

She has only said that she did not liked it and won't make any more statements at the moment.

Hermoso was pressured too in the trip back home to appear on the "apology" video from the president (spoiler: he does not really apologize and before that he insulted everybody that did not like the kiss on the radio) but she refused.

The coach tried to persuade the family in the plane too, three times. They did not cave.

Source in Spanish: https://www.relevo.com/futbol/mundial-femenino/rubiales-pidio-jenni-hermoso-defendiera-20230822035508-nt.html

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.

It's probably just a curated statement to make him not look like a piece of shit

Even if they are, it's an extremely unprofessional move on his part at the very least.