@Harry Johnston, in addition to response.
Here is c++ builder example.
void __fastcall TService1::ServiceAfterInstall(TService *Sender)
{
 wchar_t lpBuffer[256];
 long errorCode;
 SC_HANDLE hSCManager,hService;
 hSCManager  = OpenSCManager(0, 0, SC_MANAGER_CONNECT);
 if (hSCManager == NULL)
 {
   errorCode = GetLastError();
   FormatMessageW(FORMAT_MESSAGE_FROM_SYSTEM, NULL, errorCode,MAKELANGID(LANG_NEUTRAL, SUBLANG_DEFAULT), lpBuffer, 256, NULL);
   LogMessage("OpenSCManager Error "+AnsiString(lpBuffer), EVENTLOG_ERROR_TYPE);
   return;
 }
 hService = OpenService(hSCManager, this->Name.c_str(), READ_CONTROL | WRITE_DAC);
 if (hService == NULL)
 {
   errorCode = GetLastError();
   FormatMessageW(FORMAT_MESSAGE_FROM_SYSTEM, NULL, errorCode,MAKELANGID(LANG_NEUTRAL, SUBLANG_DEFAULT), lpBuffer, 256, NULL);
   LogMessage("OpenService Error "+AnsiString(lpBuffer), EVENTLOG_ERROR_TYPE);
   CloseServiceHandle(hSCManager);
 }
 wchar_t sddl[] = L"D:"
  L"(A;;CCLCSWRPWPDTLOCRRC;;;SY)"           // default permissions for local system
  L"(A;;CCDCLCSWRPWPDTLOCRSDRCWDWO;;;BA)"   // default permissions for administrators
  L"(A;;CCLCSWLOCRRC;;;AU)"                 // default permissions for authenticated users
  L"(A;;CCLCSWRPWPDTLOCRRC;;;PU)"           // default permissions for power users
  L"(A;;RP;;;IU)"                           // added permission: start service for interactive users
  ;
  PSECURITY_DESCRIPTOR sd;
  if (!ConvertStringSecurityDescriptorToSecurityDescriptor(AnsiString(sddl).c_str(), SDDL_REVISION_1, &sd, NULL))
  {
    errorCode = GetLastError();
    FormatMessageW(FORMAT_MESSAGE_FROM_SYSTEM, NULL, errorCode,MAKELANGID(LANG_NEUTRAL, SUBLANG_DEFAULT), lpBuffer, 256, NULL);
    LogMessage("ConvertStringSecurityDescriptorToSecurityDescriptor Error "+AnsiString(lpBuffer), EVENTLOG_ERROR_TYPE);
  }
  if (!SetServiceObjectSecurity(hService, DACL_SECURITY_INFORMATION, sd))
  {
    errorCode = GetLastError();
    FormatMessageW(FORMAT_MESSAGE_FROM_SYSTEM, NULL, errorCode,MAKELANGID(LANG_NEUTRAL, SUBLANG_DEFAULT), lpBuffer, 256, NULL);
    LogMessage("SetServiceObjectSecurity Error "+AnsiString(lpBuffer), EVENTLOG_ERROR_TYPE);
  }
  CloseServiceHandle(hService);
  CloseServiceHandle(hSCManager);
}