Councillors have raised concerns over a large advertising sticker above Neptune Restaurant on Seafield Road.
Michael Taylor is applying for retrospective planning permission to display the sticker, which is approximately a metre tall and seven metres wide, over four windows.
The advertisement is a quote from the Times newspaper, which states: “Neptune Fish & Chips, Seahouses, is probably one of the UK’s best fish & chip shops.”
In the application Mr Taylor states: “This is a non temporary window sticker which serves to promote the business and a local success story which has received national acclaim.
“It can only have a beneficial effect of the local area.”
But North Sunderland Parish Council was concerned about the sign, which they felt may distract drivers on the roundabout.
They also thought the advertisement was “a bit over the top” and did little to help the aesthetics of the village.