The Carron Fish Bar in Stonehaven, in Aberdeenshire, claims to be the birthplace of the recipe two decades ago.
Plans to bid for EU protected geographical status were dropped.
Mars has written to the owners saying the product is not authorised or endorsed as it does not fit the company's promotion of healthy living.
A menu disclaimer is being sought.
A Mars spokesperson said: "We are really flattered that customers of Carron Fish Bar like our product so much that it has now become a flagship product for the store.
"No application for a protected geographical indication has been filed to date.
"Should an application be filed, unfortunately, we wouldn't be able to support it as deep-frying one of our products would go against our commitment to promoting healthy, active lifestyles."
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