The ad for the book, by the award-winning BBC broadcaster and author Fergal Keane, ran 12 times on RTE radio in recent weeks.

RTE yesterday confirmed that its own Keane had not sought or received any financial compensation from the station over the ads.

It is understood, however, that legal advice to RTE's Keane said that he had an open-and-shut case for a sixfigure settlement from RTE.

"Myself and my wife Tara [Buckley . . . RGDATA chief] were inundated with people inquiring about my drink problem, " RTE's Keane told the Sunday Tribune yesterday. "It was very embarrassing."

RTE has apologised to Keane and his family for any distress caused.

When approached by its own Keane, RTE accepted there might be confusion, and a new version of the ad was recorded, referring to a memoir by "Fergal Keane of the BBC".

Agreement was subsequently reached that RTE would also broadcast three radio adverts in slots with a similar audience share to clarify that the memoir ad referred to the BBC's Fergal Keane . . . who, to add further confusion, once worked for RTE .

The final run of that ad will be aired during Morning Ireland tomorrow.