Pat Lambe's Clotheslines company, which delivers washing lines and wall fittings, features on its delivery van a poster of a model wearing a shirt and underwear and not much else
His van was complained about to the Advertising Standards Authority for Ireland, who found it to be 'sexist'.
That meant he had to remove the ad and the van from the company website - but the image remains on his van as vehicles don't fall under the authority's remit.
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On Wednesday's episode of Liveline, Pat discussed the controversy to host Joe Duffy on RTE Radio One.
He explained: "It's a lovely sunny day. She has her clothes line she's hanging clothes on. She has a light top on her and a pair of swimming shorts. A nice smile on her, a good lucking young lady as most of them are in advertisement.
"She's fully clothed, she's smiling, she's just hanging clothes on the line. She has her all her essentials covered. She's not naked."
He added that he "was looking to get a young gentleman to put on the other door of the van" and said it was "a bit of craic and bit of a laugh."
One angry caller rang in to Joe to vent her frustrations, saying "I think it's absolutely ridiculous that you have this guy on the airwaves for the last 15 minutes giving him free advertisement and the whole point of the segment was he was exploiting this woman's image for his business"
But others defended Pat and his business, with one telling Joe "It's her own garden let her do what she's doing. She's not upsetting anyone.'"
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