The effect of poloidal asymmetry of impurities on impurity transport driven by electrostatic turbulence in tokamak plasmas is analyzed. It is found that in the presence of in-out asymmetric impurity populations the zero-flux impurity density gradient (the so-called peaking factor) is significantly reduced. A sign change in the impurity flux may occur if the asymmetry is sufficiently large. This may be a contributing reason for the observed outward convection of impurities in the presence of radio frequency heating. The effect of in-out asymmetry is most significant in regions with low temperature gradients. In the trapped electron mode dominated case also an up-down asymmetry can lead to a sign change in the peaking factor from positive to negative. The effect of ion parallel compressibility on the peaking factor is significant, and leads to positive peaking factors in regions with high temperature gradients, even in the presence of in-out asymmetry.