Certain column radiators are handed, in other words in these models the water flow and return pipes have to be the correct way round.
The flow pipe is the hottest; if you refer to the radiator instructions it may differentiate between the flow and return, if it makes the distinction then water noise is one of the results of getting the pipes reversed.
Could just need the valve shutting to nearly closed if this isn't the issue.
Column rads are very fashionable right now but unfortunately much of the heat is delivered at ceiling height.
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