A New York City firefighter is upset over an ad that shows him holding an image of the destroyed World Trade Center towers and the words "I was there."

Robert Keiley says he wasn't at ground zero, and thought he was posing for a fire-prevention ad.

Keiley tells the New York Post the photo was altered. He says it makes him look like he's trying to cash in on 9/11 and is an insult to victim's families.

A small disclaimer says the pictured firefighter is an actor.

The ad appeared on a flier at a World Police Fire Games fundraiser.

It was made for a law firm specializing in 9/11 lawsuits.

Worby Groner Edelman & Napoli Bern is referring inquiries to the ad agency.

Barker/DZP says Keiley signed a release.

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Information from: New York Post, http://www.nypost.com