Is it ok to change a photo for your advertising... when it's a photo of an icon, and you disapprove of smoking?

Found on http://beveldrive.blogspot.com/2013/04/the-king-of-cool.html a site I'm enjoying this afternoon, and whom astutely observed that the advertising photo was missing the cigarette... and that the target audience is assuredly old enough to buy and ride, as they wouldn't be advertising with Steve McQueen's image to anyone under the age of 25, young people wouldn't get it.... and anyone old enough to associate the coolness of Steve, with biking, and therefore purchase what they are advertising, is old enough to know and not be bothered by Steve smoking.

This image is from photographer Francois Gragnon  http://www.lagaleriedelinstant.com/photographie/Fran%C3%A7ois-Gragnon-McQueen-1964-photo318