(European Regulation 2015/751, Article 8, paragraph 6)

European regulation requires each payee ("merchant") located in Europe and accepting card payments issued within the European Union, to allow the payer ("end customer") the choice of the brand to use when the payment is made using a card issued in Europe and including several brands accepted by the payee. 

Actions to be taken differ depending on technical implementation (DirectLink or eCom) and card brands accepted by merchants. All card brands are visible on the Card brands page.

Merchants using API (DirectLink)

1. Must adapt their payment pages to allow their customers to make a choice of brand in case of EU co-badged card*.
2. Must send only to the Ingenico ePayments platform, the brand chosen by their customers in case of EU co-badged card or any brand matching the card details in any other case.

Merchants using URL Redirect (eCom)

1. Should adapt their payment selection pages to allow their customers to make a choice of brand if merchants are accepting any brands outside Visa, MasterCard and Amex
2. Should send only to the Ingenico ePayments platform, the brand chosen by their customers in case of EU co-badged card or brand under which merchant would like the transaction to be processed in other cases.
3. If merchants are not sending a brand, platform will present a selection page to the payer to allow choice of brand and guarantee compliance**.

*For ease of implementation, merchants are advised to adapt the page regardless of country of issuance and brand used.

**For any transaction where BRAND field is empty or filled with incorrect brand, Ingenico ePayments will present an intermediate page to the payers for them to express their choice of brand or generate an error message. In order to keep control of customer user experience, merchants are strongly advised to specify the brand to be used.


  • Am I impacted by the regulation on choice of brand?
    If you are accepting local brands available on EU issued cards, you are impacted.
  • How can I avoid presenting the intermediary page to my customers?

    This page is only presented for eCom merchants accepting brands outside Visa, MasterCard or Amex, an not sending the brand to be used to processed with the transaction. Sending the brand under which the transaction should be processed will remove the page.

  • What are the brands that need to be compliant?

    You need to be compliant if you are accepting Carte Bancaire (France), Bancontact (Belgium) or Dankort (Denmark). The regulation is not naming “brands” but providing a cumulative scope:

    1. Card should be issued in EU.
    2. Brand should not be limited (limited card can be brand issued by one retailer, to buy limited goods or services, only provided to be use on local sectors, etc.)
    3. Merchant should already accept the brand. If merchant is accepting a payment by brand X and brand Y, merchant should allow payer to decide which brand to use when payer is using a card including both brands X and Y.
  • What if I do not comply?

    When compliancy is legally required (merchant is accepting brands included on EU issued cards covered by the regulation), but merchant is not compliant, Member States local authority can fine the merchant. Fine may differ from one country to another.

  • By when should I be compliant?

    Compliancy is already required, but not fully put in place by all stakeholders, and each EU member states is free to decide when penalties should enter into force. We advise merchants to be compliant as soon as possible, notably on markets where co-badged cards are heavily used (ex: France for merchants accepting the Carte Bancaire brand).

  • Why am I still impacted if I am not accepting the mentioned brands?

    If you are using the URL redirect (eCom) and accepting brands which could be potentially impacted by the regulation or potentially co-badged with another brand impacted by the regulation, we need to be sure payer will be able to make a choice of brand and then we need to present a selection page. The way to avoid the selection page is to always send the brand under which the transaction must be processed.

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