Bulgarian boxer Kubrat Pulev has called the moment he forcibly kissed a female reporter on the lips in a post-fight interview something between "friends" and refused to apologise.

Pulev’s actions have been criticised by people online who called the unsolicited contact "sexual assault." He grabbed reporter Jenny SuShe and kissed her on the lips as they spoke about his knockout victory over Bogdan Dinu in Los Angeles on Saturday.

He didn’t apologise for the incident that SuShe told news.com.au was “[a] lil embarrassing” and “strange.”

The 37-year-old boxer said they were friends and, and that they laughed about the incident.

“You may have seen a clip of me kissing a female reporter following an interview after I won my fight Saturday night,” Pulev said wrote in a statement.

He added: "The reporter, Jenny, is actually a friend of mine, and after the interview, I was so elated, I gave her a kiss."

Later that night, she joined me and my other friends at my post-fight celebration. On the video, after our kiss, we both laughed about it and thanked each other. There really is nothing more to this.

People online didn't accept his non-apology

And slammed some boxing fans who praised his "Alpha" behaviour

Earlier this month a CBC journalist filed a police complaint after a comedian licked his neck while he was reporting on a comedy event in Toronto.

Boyd Banks, who licked Chris Glover, had apologised for his actions and called himself an “idiot."

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