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From WiX Wiki at MindCapers

Error Messages

ICE43: Component <component_name> has non-advertised shortcuts. It should use a registry key under HKCU as its KeyPath, not a file.

Explanation

Your component is in a directory which doesn't have any files in it, so the validation is worried that the directory may not be created.

How to Fix

This error can be reproduced by removing the <RegistryValue> tag from the section of code below, as can ICE57:

    
    <Component Id='StartMenu_Shortcut' Guid='valid guid'>
        <Condition>CreateStartMenuShortcut</Condition>
        <RegistryValue Root='HKCU' 
            Key='SOFTWARE\MyCompany\MyApp' 
            Type='string' 
            Value='StartMenuFolder' 
            KeyPath='yes' />                                    
        <CreateFolder/>
        <Shortcut Id='StartMenu_Shortcut' 
            Name='MyApp'
            Directory='StartMenuFolder'                  
            Icon='MyApp.exe' 
            IconIndex='0'
            WorkingDirectory='MyAppDir'
            Advertise='yes' />
    </Component>