I sold mine for a fraction of what I paid for it a few months after installing it. What a complete total piece of garbage. Soft steel that bends. Almost useless as a ladder itself and the rust. And weight. Throw it in the trash or trade it for a $50 bottle of tequila. Buy a different one.
man that sucks..If it were on a dedicated off road rig, I'd say pull it, sand it down a bit and hit it with couple coats of rustoleum hammered gray or something like that..If you want it to look good you're probably need to spend the $$ on one of the aluminum kind..
It looks poorly designed to be structurally sound in mild sheet steel. If you plan to use it as ladder - dispose of it, if need it only for looks - sand it down and fresh paint after good primer.
If you really like it a GOOD powder coater will blast it before they coat it and it shouldn't be an issue again. I had a few powder coated pro comp 4" lifts back in the day that had terrible powder coating. Literally came off in sheets and the steel of course rusted.
Sand it, primer, paint, and lots of clear coat. The reason it rusted so badly is because they either didn't clear coat it or used a very thin coat. You can't just apply paint and expect it to last, especially if it's exposed to salt.