The World: Cincinatti - P&G under fire over soap opera's gay kiss

Procter & Gamble has come under fire from a conservative pressure group for going back on its decision not to allow a gay couple to kiss in its soap opera, As The World Turns.

The world's biggest advertiser had been criticised for several months for not permitting Luke and Noah, currently the only gay couple on US daytime TV, to kiss.

Having relented, the company is now being attacked by the American Family Association. Its chairman, Donald Wildmon, condemned the kiss, screened a week ago, as "repulsive" and urged his members to bombard P&G with complaints.

P&G said it strived to be a responsible advertiser that valued diversity.