It really stands out and looks ugly, and I'd like to have it match the rest of the room. Removing it isn't an option, as it's pretty much cemented into the wall, so I would like to paint over the chrome and make it white, like everything else, but I'm not sure what the best way to do so is. What kind of paint should I use? Do I need a primer? Should I sand down the toilet roll holder first?

Any advice greatly appreciated, thanks!
please note: I cannot remove it. It's literally cemented into the wall and would make a huge, huge mess to remove, not to mention I'd have to caulk, poly-fill, sand and repaint the entire wall if I did. I don't want to remove it, I want to paint over it. Thanks!