That was interesting and gave more information than was on the other post on this subject.
Now we know that the guy was a model, not a fireman, at the time the photo was taken.
I had imagined a totally different scenario, around the lines of that the guy had been an actual fireman who had agreed to pose for a particular purpose, e.g. the firefighter's benevolent fund or something, the 'tog had said, "you'll need to sign this so that we can use it for the advert", then put up the MRd photo to an agency.
Now it seems more like the guy is embarrassed but has less of a case. He was a apparently a model at the time and presumably signed an all-purpose MR. I don't know why the issue about replacing a helmet with the photo - IS MRs and probably most others say that you can photoshop them almost as much as you like. Heck, there was even that bad taste German Getty ad of a bride with a felt-tipped moustache pointing out that that was perfectly OK.
So now I guess it all hinges on how big the disclaimer that it was 'posed by a model' actually is.