Serverfault tells that the new syntax to enable ping on Windows Server 2008 is

netsh advfirewall firewall add rule name="ICMP Allow incoming V4 echo request"
    protocol=icmpv4:8,any dir=in action=allow

but this doesn't work with Windows 7. Here I get

C:\Windows\system32>netsh advfirewall firewall add rule name="ICMP Allow incoming V4 echo request" protocol=icmpv4:8,any dir=in action=allow

A specified value is not valid.

Usage: add rule name=<string>
...

Anybody knowing the correct new syntax?

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You could try adding it through the GUI? Control Panel --> System and security --> Windows Firewall --> Advanced settings --> Inbound rules --> New rule --> custom rule – jmreicha Oct 4 '11 at 13:35
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2 Answers

Control Panel --> System and security --> Windows Firewall --> Advanced settings --> Inbound rules --> New rule --> custom rule

in Protocol and ports: Protocol: ICMPv4 on the same panel go to customize, choose "Specific ICMP types", check the box "echo request"

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up vote 1 down vote accepted

The problem is copy and paste. With the right quotation marks

netsh advfirewall firewall add rule name="ICMP Allow incoming V4 echo request"
    protocol=icmpv4:8,any dir=in action=allow

does the job. I'm not sure from which source I copied the problematic version.

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