As described here, you need to edit (as root) the file /etc/apt/sources.list
(the easiest way to do this is to type sudo gedit /etc/apt/sources.list
). On the line that mentions http://packages.ros.org/ros/ubuntu you need to add [trusted=yes]
after the word deb
(you might need to add it as a separate word). Then save the file and try again.