column was specified multiple times when using a join

You need to specify the column from each table that you want in the CTE definition and not do a "select *", see below. I have aliased the table named to make it a little clearer which columns com from which table. If the column exists in both tables you need to put a column list in place so the query processor knows which one you want to display.

WITH paged AS            
            
(            
            
SELECT IQI.col1, IQI.col3, IQP.col1, IQP.col2, ROW_NUMBER() OVER (ORDER BY DESCRIPTION) AS 'rowNumber'            
            
FROM [IQ_ITEM] IQI            
            
FULL JOIN IQ_PROMOTIONSITEMS IQP ON IQ_ITEM.NO = IQ_PROMOTIONSITEMS.ITEMNO            
            
WHERE IQ_POMOTIONSITEMS.ITEMNO = IQ_ITEM.NO            
            
AND DONOTSHOW = '0'            
            
AND CODE='%'            
            
AND NO+DESCRIPTION LIKE'%'            
            
)            

You have ACTIONTYPE column in both tables that you join in the CTE. Modify the query to list all columns that you need explicitly, selecting * is not the best idea.