System.ServiceModel.AddressAccessDeniedException: HTTP could not register URL

I run into this error message from time to time, and every time I have forgotten what to do, hence I am writing it here.

This is the command:
netsh http add urlacl url=http://+:80/MyUri user=DOMAIN\user

Source:
http://msdn.microsoft.com/en-us/library/ms733768.aspx