There are two kinds of zooming that can be applied to the images in the photoFlow, you can set the scale of the selected image and you can set the amount of zoom applied on mouse over.
Set the selectedScale parameter of the component in the component inspector to indicate what scale your images should adopt when they become the selected image in the photoFlow.
When publishing for Actionscript 2 set the selectedScale to 100 to apply no scaling, when publishing for Actionscript 3 set 1 for no scaling.
You can set the photoFlow component to zoom your images when the user's cursor moves over them. Set the amount the images should zoom in the component inspector using the zoom parameter for Actionscript 2 or the zoomScale parameter for Actionscript 3.
The zoomType parameter is used to specify which images in the component the zoom should be applied to. Use 'none' to apply the zoom to none of the images, 'all' applies the zooming when the cursor moves over any image, 'selected' applies the zoom when the cursor moves over the selected image and 'notSelected' applies the zoom when the cursor moves over an image that isn't currently selected.