More stringent rules on checking an applicant's ability to pay is curtailing demand for the Myer Visa card, one of the key co-branded cards issued by GE Money.Skander Malcolm, chief executive of GE Money, told the Australian Financial Review that the revised credit code, introduced in the last year, had significantly reduced the number of new customers signed up in-store. "Our Myer card has been particularly hard hit, but Harvey Norman not so much," Malcolm told the newspaper.One response by GE has been to lift marketing of credit options online, so customers can better prepare.GE is also looking to other product options. One initiative is to step up marketing of its GEM Visa product, which offers interest-free credit for six months on purchases of A$250 or more.