They out to outright ban "lifetime" claims and only allow claims of specific lengths of time. This is a great example of why they're dangerous to consumers.
It's already been done with lifetime fitness memberships in the U. S. It's been a long time, like when this middle-agester was a kid and my Mom bought one, but what would happen is fitness places would then go out of business. I was too young to discern if the places just ran off with the money, or genuinely went bankrupt, but point is no more lifetime memberships.
They don't need to ban these claims, they just need to define "lifetime", either the lifetime of the device or lifetime of the owner. Or, as with the Tilley hats I mentioned in another comment on this article, as long as you have one in your hand, whether you're the one that bought it or not. Oh, sure, have some well-defined exclusions for abuse and the like. Run your Tilley hat through a woodchipper, and no new hat for you. (But if you run your hat through an elephant, they'll honor it if you're willing to dig it out of the manure. True story, they claim.)