Ian has been described as a character viewers love to hate. His initial storylines portrayed him as a sensitive young boy with professional aspirations that went against his father's wishes. Not content to follow in his father's footsteps and take over the family fruit and veg stall, Ian wanted to become a chef and this caused a certain amount of hostility between him and his father, who viewed the occupation as effeminate. Ian's keenness to succeed in his business ventures continued as the character grew, so much so that he started using underhand methods in order to get what he wanted and became one of the soap's most renowned "slimeballs". The character is regularly referred to as a "weasel" in the British press.