But one council has decided on a major image makeover, and has persuaded chip shops to start offering steamed fish to combat rising obesity in the area.
The move has led to raised eyebrows in Rochdale where people have eaten battered fish and chips since the 1880s.
I like fish, but never buy it from 'chippies'. I'd prefer something like grilled skate wing, although that's scarcely seen at the fish counter any more. I hate to think people are eating all the wild fish in the sea.
The alternative is a better option. In Scotland, fisheries breed salmon in huge underwater cages.
Which cooking method for fish appeals to you?