It was linked from the ACM or consumentenbond, or some such consumer website. I don't have the tab open, but it wasn't just a random link from Google.
But yeah, it's just a guideline like I said. Some people here are throwing out numbers such as a "15 years" or "decades" with no qualifiers, and I'm not sure if that's reasonable for a €230 oven (cheapest in a quick check).
Aside on retailers: I haven't worked in a store in 15 years, but back then a lot of manufacturers just said "lol fuck you" when you tried to claim warranty above their stated warranty period. It was typically up to the retailers to bear the costs. One (of several) reason we left the consumer business: it's hard to compete as a small independent store for many different reasons, and this just made it that much harder. You can't spread out the costs, and you have almost no leverage against Asus or HP.
In short, at least back then the manufacturers could just keep shipping wank without really suffering too much damage to their bottom line, and the retailers with essentially no power to change anything were getting screwed. I don't know if that's changed, but probably not.