Bulk action on views only works for the administrator role?
If using Action Permissions, under Admin > People > Permissions, double check the "Execute action name" permission is enabled for the role(s).

It may also be that the user role needs permission to eval that php code in the Rule as well as possibly a userpoints grant points permission required.

Lastly, check the Rules module user permissions and also in edit form for the actions on the rule itself.