How to exclude photos when restoring from itunes backup?

You don't. Restoring from a backup is all or nothing. If the photos are part of the backup, they will be restored.

You can’t. When you restore a backup, you restore everything in the backup. If they are Camera Roll Photos, you can delete them in the photos app after restoring the backup. If they were photos that you synced using iTunes, they aren’t stored in the backup anyway, so just don’t sync them back to the phone after you restore the backup.

If the phone syncs after you restore the backup, just unsync the photos to remove them from the phone.