We should indeed not make a difference between men and women. I firmly believe a female abusing a male can do as much damage. Why make a difference if we fight to be equal. He is absolutely allowed not to want to be kissed.
There is a part that's maybe even a bit more cringing. His ordeal is filmed and was on tv for everybody to see. I can not imagine how the outrage would be if the roles were reversed and put on television.
I agree, for it to be so public could be quite embarrassing for a first kiss.