Robert Keiley says he wasn't at ground zero and thought he was posing for a fire-prevention ad.
Keiley told the New York Post that the photo was altered, and he says it makes him look like he's trying to cash in on 9/11.
A disclaimer says that the pictured firefighter is an actor, and ad agency Barker/DZP says Keiley signed a release.
The ad appeared on a flier at a World Police Fire Games fundraiser, made for a law firm specializing in 9/11 lawsuits.
