"Do you want to allow the following program to make changes on this computer?"

Hi, Lately Windows 7, 64-bit asks "Do you want to allow the following program to make changes on this computer?" if I wish to open iTunes. Naturally I click yes. but next time it asks the same question again. How can I tell it I trust iTunes so it doesn't keep asking me? I am the administrator. No-one else uses my computer, hubby has his own. No human kiddies here or old parents to mess with it. I am unsure if it was an iTunes update, Windows update or something else but this is very annoying...help😕😟