Permission Issue with created actions and VBO
The solution here was to set the permission I want in the access_callback of the custom entity itself. 

so in my case the hook_entity_info

'access callback' =&gt; 'myentity_access_callback',


then added this in a function

function myentity_access_callback($roles = array()) {  // $op, $application = NULL, $account = NULL
 global $user;
 $roles = array(
   'administrator', 'anotheradminrole', 
 );
  foreach ($roles as $role) {
    if (in_array($role, $user-&gt;roles)) {
      return TRUE;
    }
  }
  return FALSE; 
}