1. A computer-implemented method for allowing a user to control access to an interactive television application, the method comprising performing with at least one computer processor: detecting an interactive television event for an interactive television application destined for a user's device; generating a query based on the interactive television application event to determine whether to execute the interactive television application; checking the query against a preference database containing one or more user preferences; and determining at least one of whether the interactive television application event is allowed, disallowed, or conditionally allowed to be executed on the user's device based on the user preference.