I generally take my helmet off when fuelling, although it does depend on which garage.

It stays on at Pay at Pump, Sainsburys in Oxford have stopped me fuelling at Pay at Pump with the helmet on. I ranted at the attendant because I had no intention of entering the shop!

Pump came back on, filled up and off on my journey.

I used to work in a petrol station and never asked people to take helmets off as there is no need. It depends on the company as they have policies they adhere to and Sainsbury's was always that the rider should not be on the bike. Never enforced by me.