ATC Watcher
No ATCO or AFISO would refuse a reasonable request to use other than the runway in use unless there were traffic or safety reasons why this could not be accommodated. I frequently received requests to do this due to the reciprocal runway having a better TORA/TODA which was required, even with a tailwind.
The UK permits an AFISO to give instructions to aircraft and vehicles up to the runway holding position. Take-offs and landings are then "at your discretion". This is a major safety contribution to counter the threat of runway incursions, especially at busy aerodromes.
The AFISO determines the runway in use based upon many factors, including the prevailing surface wind. These factors may include noise abatement considerations.