We consider the dividend maximization problem including a ruin penalty in an diffusion environment. The additional penalty term originates from adding a constraint on admissible dividend strategies. Intentionally, we use different discount rates for the dividends and the penalty, which causes time-inconsistency. We can also study a constraint on the ruin probability as a benefit of this formulation, since it is included in a limit.We derive an explicit equilibrium dividend strategy and the associated value function under certain simplifying conditions. Inspired by duality arguments, we are able to solve the original constrained problem in specific situations. Furthermore, we illustrate our findings with a numerical example.