When the non dm's in the session try to fire a macro originating from a sheet that they have no permissions set to, or a macro button they have no permissions set to, then they will instead just spit out the raw wording of the button like you are seeing. I don't know the system you are playing in but I'm guessing the players do not have permissions to edit the sheet the macro is originating from OR its a complex macro that needs to have permissions set for players. I will point out that in roll20's years long life, they have never resolved the issue of the permissions setting being hidden by a scroll down in the macro button setup window. If you are editing a macro, you will notice, even though its hard to see it, that there is more to the window then meets the eye. Scroll down. The hidden section is the permissions area for players.