LoginView does NOT distinguish Roles

< <asp:LoginView runat="server">
<RoleGroups>
<asp:RoleGroup Roles="admin">
<ContentTemplate>
<div style="margin-top: 30px; color: white; font-size: small;">
&nbsp;&nbsp;A D M I N &nbsp;
</div>
<div style="margin-top: 0px;">
<asp:HyperLink ID="HyperLink8" NavigateUrl="~/AddMerchandise.aspx" Width="126px"
runat="server">ADD MERCHANDISE&nbsp;</asp:HyperLink>
</div>
<div style="margin-top: 0px;">
<asp:HyperLink ID="HyperLink9" NavigateUrl="~/EditMerchandise.aspx" Width="125px"
runat="server">EDIT MERCHANDISE&nbsp;</asp:HyperLink>
</div>
<div style="margin-top: 0px;">
<asp:HyperLink ID="HyperLink10" NavigateUrl="~/ModifyImage.aspx" Width="125px" runat="server">MODIFY IMAGE&nbsp;</asp:HyperLink>
</div>
<div style="margin-top: 10px;">
<asp:HyperLink ID="HyperLink2" NavigateUrl="~/UserAdmin.aspx" Width="125px" runat="server">ACTIVATE USER&nbsp;</asp:HyperLink>
</div>
</ContentTemplate>
</asp:RoleGroup>
</RoleGroups>
</asp:LoginView>

It does not show anything EVEN after logging in as admin.