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While it wasn't dive related, I ran into this recently.
My response to this was that I refused to release withotu payment for the use of my image and likeness in a commercial project. Being a serious hobbiest photographer, I always have model release forms with me. I filled it out noting that I refused commercial use of my likeness and presented him with it.
I caused him several hours of editing to remove me and my family from his production.
It was the least I could do.
Probably wouldn't work outside the US, but inside the US it's a fun way to discourage that sort of activity.
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