Well-posedness is proved for the stochastic viscous Cahn-Hilliard equation with homogeneous Neumann boundary conditions and Wiener multiplicative noise. The double-well potential is allowed to have any growth at infinity (in particular, also super-polynomial) provided that it is everywhere defined on the real line. A vanishing viscosity argument is carried out and the convergence of the solutions to the ones of the pure Cahn-Hilliard equation is shown. Some refined regularity results are also deduced for both the viscous and the non-viscous case.