The pictures wasn't owned by FHM. They was held by a third party modeling agency.
The pictures of Gail Porter was bought off a art agency that was going to use them in a publicity campaign. But FHM offered them so much money that they let them use them instead. Gail Porter also says still that it is the worst thing she's ever done. She still wishes that she hadn't agreed to letting them use them in the way they did.
Keeley was contracted to *** magazine at the time. Who just happens to be owned by FHM (hence why that is so bad too). But even then they was owned by the agency that did her first calendar.
Plus if you look at the timing that FHM do have a topless model or such in it. This is when their sales are close to or have been at a all time low. All the other time they are covered up.
Now having said that I'm going to ask you a question. In all the years FHM has been going in the UK. How many page3 models have appeared topless?
(One word of advice, don't go into double figures)