"Visa and Mastercard"

The problem seems to be those two. These American companies seem to be imposing American cultural norms which descend from religious right of US to everyone in the world.

They must be regulated. They could do that in US, but other parts of the world do not have to suffer US conservatism. Best would be for Eu to start penalizing such discrimination - that seems to work to make rapacious US companies comply - something which US regulatory system seems incapable of doing.