Is there a way to disable start menu shortcuts when using the CPack NSIS generator?

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The description of CPACK_PACKAGE_EXECUTABLES says:

Lists each of the executables and associated text label to be used to create Start Menu shortcuts. For example, setting this to the list ccmake;CMake will create a shortcut named “CMake” that will execute the installed executable ccmake . Not all CPack generators use it (at least NSIS, and WIX do).

So I have tried to make it empty but this doesn’t seem to change anything…
Any ideas?