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Why WiX?
ICE10

What does ICE10 check?

ICE10 checks if advertisement is allowed for a child feature whose parent feature supports advertisement. Technically, ICE10 validates that the advertise state of child features matches that of its parent feature. A child feature may not disallow advertisement while its parent feature allows advertisement because it would turn off the parent whenever the parent was supposed to be advertised. However, the reverse is allowed. A child can be marked to favor advertisement while the parent is marked to disallow advertisement.

Note: The Windows Installer can advertise the availability of an application to users or other applications without actually installing the application. If an application is advertised, only the interfaces required for loading and launching the application are presented to the user or other applications. If a user or application activates an advertised interface the installer then proceeds to install the necessary components as described in Installation-On-Demand.

When does ICE10 show up?

ICE10 generates an error if a child feature disallows advertisement while its parent feature allows advertisement. Technically, ICE10 posts an error if the Attributes column of the Feature table contains a mismatch in the advertise state.

How can I fix ICE10?

Child feature should not be set to disallow advertisement, which conflicts with the allow advertisement state of its parent. So, you should either change the feature state of the child or the parent. Note that it is valid to set the state of a feature to 0 and have its parent or child set to favor or disallow advertisement.