6:48 AM PT -- 8/25 -- Luis Rubiales is refuting reports of his resignation ... saying on Friday he isn't going anywhere, and insisting the kiss was consensual.
"Do you think this is so serious that I should go, after the best management in the history of Spanish football?" Rubiales said, according to reported translations. "Let me tell you -- I'm not going to resign. I'm not going to resign. I'm not going to resign."
Rubiales added his own take on the situation ... claiming the kiss was as innocent as if he were interacting with his daughters -- insisting he asked Jenni Hermoso's permission prior to planting his lips on her.
"These people are trying to assassinate me and I'm going to defend myself," Rubiales added. "The false feminists destroy people ... The press, in the majority, will keep killing me but I know the truth, and what my family and the people who love me think. The truth is the truth."
1:27 PM PT -- Rubiales is stepping down from his role as head of the Spanish soccer federation ... with multiple reports claiming the boss will resign on Friday following the backlash and investigation stemming from the kiss scandal.
Spain soccer boss Luis Rubiales is under FIFA investigation for planting an unwanted kiss on one of his players following the country's World Cup victory this week, the soccer governing body announced Thursday.
"The FIFA Disciplinary Committee has informed Rubiales that it is opening disciplinary proceedings against him based on the events that occurred during the final," a statement released by FIFA read.
The international governing body went on to say Rubiales might've violated rules dictating "Offensive behavior and violations of the principles of fair play" for the unsolicited kiss of midfielder Jenni Hermoso after Spain's epic 1-0 win over England in the World Cup Final on August 20.
Rubiales, who is 46, has received widespread rebuke for his actions after the match. He was also photographed carrying a player over his shoulder and grabbing his crotch.
After initially acting defiant, Rubiales apologized, saying, "I made a mistake, for sure."
"I have to accept it. In a moment of such emotion, without any bad intention or bad faith, what happened, happened, in a very spontaneous way."
The soccer president added ... "I have to learn from this and understand that a president of an institution as important as the federation -- above all in ceremonies and that kind of thing -- should be more careful."
But, the apology wasn't enough for many, including the country's top politician, Acting Prime Minister Pedro Sanchez who called the apology "insufficient and inadequate."
FUTPRO, the union that represents Hermoso, the player who was kissed, released a statement on her behalf, saying "acts that should never go unpunished."
As for what will happen to Rubiales, FIFA won't say until the investigation is completed. However, they did offer a rebuke of his actions.
"FIFA reiterates its unwavering commitment to respecting the integrity of all individuals and strongly condemns any behavior to the contrary."
Despite FIFA's investigation still being underway, there's a chance Rubiales loses his job before the disciplinary committee concludes its work. There are mounting calls for Luis' job in Spain, and the Royal Spanish Football Federation is planning to meet Friday to discuss the controversy.