That and Peter started out working for Jonah, by specifically asking from Jonah, that Jonah would never ask where he got the pictures. (need to find a scan of that)
So basically, Jonah instantly lost any right to complain about how Peter got the pictures, when he accepted those terms. (for all he knew, and for a long time, Peter even pretended this was true, Peter had a deal with Spider-Man and only took the pictures that Spidey let him take. Which would be just as unethical as taking the pictures of himself. )
It's why I liked the scene with Robbie in FNS, where he basically smacks Jonah with the fact that yes he knew that Peter was Spidey and so did Jonah, because he would have had to be an idiot not to have figured it out. But that he was in denial of it, because he didn't want to lose the pictures.