A romance between two men on the CBS soap opera As the World Turns has inspired a campaign by viewers demanding the show's producers allow the characters to kiss again.

Fans say they are bewildered as to why the fictional romance between Luke Snyder and Noah Mayer (played by actors Van Hansis and Jake Silbermann) hasn't culminated in an onscreen smooch since the two characters started their relationship last September, which marked that last time they kissed.

'If they were not going to follow through with it, they shouldn't have started it.'—Soap fan Theresa Webber

"We totally support this show and applaud the show for doing this storyline," said Roger Newcomb, from suburban New York and the man behind the campaign.

"We just don't understand why they have to be censored or treated differently."

Along with Newcomb, fans have started a letter-writing campaign, posted an online petition as well as a website that counts the days, hours, minutes and seconds since Luke and Noah last locked lips.

Fans are puzzled because the 52-year-old soap series is known for its groundbreaking ways — featuring the first gay male character in daytime drama in 1988.

Last August, it hit another milestone, showing two gay men kissing on a soap. They did it a second time in September, at a time Noah was still grappling with his sexuality.

Hugs, no kisses on Valentine's

Around Christmas, the two men proclaimed their love for one another, but as they were about to kiss, the camera panned up to mistletoe.

"I've been watching soaps for decades," Newcomb said, "and that doesn't happen."

Valentine's Day featured fantasy sequences involving several of the show's couples with all the stories ending in a smooch, with the exception of Luke and Noah, who hugged.
  
The soap is owned, produced and written by Procter & Gamble Productions Inc., a subsidiary of the conglomerate that makes Crest, Pampers and Mr. Clean. While CBS executives consult on the series, the creative direction is set by P&G.

Jeannie Tharrington, spokeswoman for Procter & Gamble Productions, says there's no ban on kissing, but would not divulge what might happen in the future.

"It's always hard to please a diverse audience," Tharrington said. "And we have a diverse audience."

Boston fan Theresa Webber doesn't buy that argument.

"It's 2008. It's something that's real. If they were not going to follow through with it, they shouldn't have started it," she contends.

With files from the Associated Press