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Why WiX?
ICE16

What does ICE16 check?

ICE16 validates that the value of the ProductName property in the Property table is no greater than 63 characters in length.

Note: The installer truncates ProductName values that are 31 to 63 characters in length to 31 characters. A longer name does not show when the registry key for DisplayName is set in the Uninstall for ARP.

When does ICE16 show up?

ICE16 posts an error message if the ProductName set in the Property table is longer than 63 characters.

How can I fix ICE16?

You need to make your Product Name string less than or equal to 63 characters in length.