The 34-year-old was busy with family commitments and was unable to take part in the "demeaning" photoshoot, according to the England international's representative.
The England international, who is out of contract at Stamford Bridge at the end of the season, did not take part in the Blues' Adidas kit campaign as representative Steve Kutner deemed the stunt as "demeaning".
Kutner says he was aware of the event ahead of time - which saw the likes of Fernando Torres and Juan Mata drenched in blue paint - but insisted Lampard would have been unavailable because of family commitments.
"I wouldn’t have allowed Frank to take part in any case," Kutner told reporters. "Covering him in paint would have been demeaning."
Lampard has been linked with possible moves to MLS side LA Galaxy, Paris Saint-Germain and Juventus over the past few months as Chelsea hasn't yet offered the 34-year-old an extension to his expiring deal.
The midfielder is only three goals shy of breaking Bobby Tamblings all-time club record of 202 goals for Chelsea with 200 goals from 597 appearances for the Blues.