That rag should simply be ignored. As for taking pictures of someone getting overheated in the sun - well a picture can tell a thousand words and none of them have to be true. The thing is, you cannot tell the whole story simply by looking at the picture/video. And before every doc on the site (I understand there are a few!) comes running - I'm one myself. Currently working at a hospital in a very heated part of Germany. We have had some weeks with 40 degrees and even without a drop of alcohol or even after having a few, but without drinking enough water or other fluids you can dehydrate and that can bring a sober 6 feet tall man to ground as well - for various reasons.
In short - fuck the Sun.