So I've been able to resolve this issue

The basic problem was the certificate file (.p12 or .pfx) was incorrect. It should contain a chain of certificates from my company one (at the 'bottom' of the chain) up to BUT NOT including the very top level - which appears to be the 'trusted root certificate authority' - in my case Comodo.
I was told to delete the 'trusted root certificate authority' for COmodo from my system's certificate store and then export my certificate with all certs going up the chain. That should build my p12/pfx file correctly.
However, Windows 7 Enterprise (my development system) has a policy which says - if you can't find a 'trusted root certificate authority' certificate, go out to the Windows Update and automatically (re)install it.
So having deleted it, every time I built (or maybe ran) my installer the cert got added to my system again!
So what I've now done is to:
- enable the relevant policy (instructions below this post) which prevents Windows from auto updating such certificates
- delete the relevant certificate
- export my company certificate to create the pfx file
Now I can build the install file and when I run it I get the Windows UAC dialog screen.
I hope this helps someone else.
Cheers,
Dave
Policy edit instructions.
Do the following steps to turn off Automatic Root Certificates Update:
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1. Click Start, then click Run.
2. Type gpedit.msc, then click Ok.
3. If the User Account Control (UAC) dialog box appears, confirm that it displays the desired action. Click Continue.
If the UAC dialog box does not appear, proceed with the Local Group Policy Editor dialog box.
4. Double click Adminisrative Templates under Computer Configuration.
Double click System.
Double click Internet Communication Management
Double click Internet Communication Settings.
5. Double click Turn off Automatic Root Certificates Update.
Click Enabled.
Then, click Ok.
6. Close the Local Group Policy Editor dialog box.
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