Length of LOB data (2135980) to be replicated exceeds configured maximum 65536

I am getting the replication error 'Length of LOB data (2135980) to be replicated exceeds configured maximum 65536'.

sp_configure was previously applied to set it to max value (-1) and a query on sys.configurations confirms that the max value (-1) is in use.

EXEC sp_configure 'max text repl size', -1 ; 
RECONFIGURE; 
GO

select * from sys.configurations
where name like 'max text repl size%';
GO

I have tried using a large value for 'max text repl size' rather than max value and turning it off and on again, to no avail.

Is there something else that may be overriding the 'max text repl size' setting or anywhere else I can look?