Company using video of my friend that was filmed and posted without his consent

Location: Idaho - My friend got approached at Walmart the other day and asked if he was single. This guy came up to him wearing those meta glasses and was secretly recording him. He said his friend thought he was cute, and my friend replied he was single and went over and talked to her. Turns out, he had said the same story to the girl, claiming to be my friend's friend.

This guy proceeded to record their entire conversation, pretended that he was the others friend, but really he was just some random man recording an ad?

Earlier today, we found the video posted on this dating company's Instagram page. My friend wasn't told he was being recorded, let alone that he would be posted on a company page. Is there anything we can do?