Assistant Fire Chief Maurice D. Kilby, who temporarily is heading the District's troubled ambulance division, posed in a magazine advertisement for a firefighter's uniform despite fire department regulations prohibiting such promotional activity, fire department officials said.

Leo Givs, a fire department spokesman, said department regulations forbid endorsements of firefighting equipment, but he said any violation of the rules by Kilby was inadvertent.

The advertisement ran in the August issue of Firehouse magazine, a national monthly firefighters' publication, and shows Kilby posing with his daughter, D.C. firefighter Karen Kilby Barrett, in front of the Jefferson Memorial. Both are wearing Globe firefighter suits.

"In Washington, D.C., the fire service has reached remarkable standards of excellence, and generations of firefighters depend on Globe," the caption in the advertisement reads. "Assistant Chief Maurice D. Kilby and his daughter, firefighter Karen Kilby Barrett, for example, rate Globe turnouts Number One."

Fire department regulations prohibit endorsements "of any fire department apparatus, appliance or other article."

Kilby and his daughter declined to comment on the advertisement last night. Kilby, a 33-year member of the department, was appointed in May to head the ambulance division until a civilian director is chosen.

Givs said that the department's public affairs office arranged the photo session, and that Kilby and Barrett did not realize they were endorsing a product. "It appears that there was never any intent . . . to violate any regulations," he said.

Kilby and Barrett were offered $150 each for the photograph, but Givs said they both turned the checks over to Heroes Inc., a group providing financial support and counseling to spouses and dependent children of firefighters or police officers killed in the line of duty.

"I would say he was very surprised that the photo appeared with an advertisement," said Givs. "They thought they were participating in a commemorative-type photo spread . . . . We were not sufficiently apprised of the fact that the photo would be displayed with an advertisement."