UK magazine distributors are being urged not to import copies of an Italian magazine featuring a photograph of Princess Diana as she lay dying.
Princess Diana and Dodi Al Fayed died on 31 August 1997
British newspapers have condemned Italian magazine Chi's publication of the photo, which was taken at the scene of her car crash in 1997.
And Mohamed Al Fayed, whose son Dodi was also killed in the crash, condemned the "vile publication" of the picture.
The magazine's editor says the picture is "touching" and "tender".
The photograph shows the princess being given oxygen in the wreckage of the Mercedes car in which she died.
British newspapers have always refused to publish the picture.
Under the headline "world exclusive - the last photo" it has been published in Chi and reproduced in an Italian newspaper.
In Chi, it accompanies an article about a forthcoming book which examines the criminal investigation into Diana's death.
Mr Al Fayed said the publication of the photos represented a "heartless pursuit of money".
"It makes me sad and angry that a magazine would reproduce an image of the princess as she clung desperately to life," he said.
"The editor and the author, who probably have families of their own, have no thought for the feelings of those who loved the princess, first and foremost her sons, Princes William and Harry."
Chi editor Umberto Brindani said he had published the picture for the "very simple reason" that it has never been seen before.
"In my opinion it is not a picture which is offensive to the memory of Princess Diana," he added.
"She is not dead in the picture but looks as if she is a sleeping princess."