Joe Duffy has slammed a radio advertisement and called for it to be removed from his show.
The ad is part of the Choose Radio campaign, which encourages companies to invest in radio advertising.
The broadcaster, who hosts Liveline on RTE Radio One, labelled the ad "atrocious".
It's based around a man meeting his father-in-law in a changing room, but when he waves at him, his towel falls and everything is seen in "all its sweaty glory".
It adds: "Sticks in your head, doesn’t it? And they say radio isn’t visual. Don’t under-estimate the power of a radio ad. Choose Radio."
The presenter hit at out the "distasteful advert" and pleaded for its removal.
RTE radio host Joe Duffy's media firm has earned €500,000 in profits, new accounts reveal
He told listeners: "I'm never allowed comment on ads – I'm always warned.
"I did it once in my early days but that ad is atrocious. Can it be removed from Liveline? I’m serious."
He added: "It is a completely distasteful advert for radio.
"That image that whoever is trying to portray is an image you will remember because it is so revolting; your naked father-in-law bending over in a gym.
"Give us a break. Can it be removed please? I’ll probably be removed before that’s removed. But can it be removed, please?"
An RTE spokeswoman told to the Irish Mirror that the company has received eight complaints about the ad.
She also confirmed that the advert will be ending today, Wednesday, as it was only a week long campaign.
