Enabling OPENROWSET queries on SQL Server 2008

Question

Hi I get this error when running an OPENROWSET command to import data from an xls spreadsheet into a table:

"Msg 7415, Level 16, State 1, Line 4 Ad hoc access to OLE DB provider 'Microsoft.Jet.OLEDB.4.0' has been denied. You must access this provider through a linked server."

I've already enabled the AdHocRemoteQueriesEnabled setting under Surface Area Config of Sql Server 2008 facets.

So whats wrong here?!? I am running 32 bit Server by the way as I've read that 64 bit Jet drivers don't exist.

Update: I tried adding the SQL login as a sysadmin, as I read this could also be the reason, however I now get the following error:

Cannot initialize the data source object of OLE DB provider "Microsoft.Jet.OLEDB.4.0" for linked server "(null)".

Very fustrating...