Pinky the Pilot (and others):
Read the full reg - it states "hire or reward".
Send a copy of a pic taken from your aircraft to the local newspaper, they publish it and fling you a free copy in thanks. No money changes hands, but the free newspaper is counted as "reward".
Are we paranoid? Probably, and I will remain that way until either I see a definition of "fit and proper person", or I see that reg (and related power) removed from the legislation.