The phrase “politically correct” seems to have undergone a similar trajectory in the US if my personal experience is any indication: the first time I heard it was in the late 1980s on KUSF, a radio station mostly run by students at the University of San Francisco, by a speaker who was obviously an adherent. (Specifically, she said, without irony or sarcasm, “Don’t you mean you want a Pepsi? Coke is not politically correct.”) Then after the phrase started to be used frequently by critics, some of the adherents started objecting to the term as pejorative (perhaps without realizing that the term was used by adherents before widespread use among critics).
The phrase “politically correct” seems to have undergone a similar trajectory in the US if my personal experience is any indication: the first time I heard it was in the late 1980s on KUSF, a radio station mostly run by students at the University of San Francisco, by a speaker who was obviously an adherent. (Specifically, she said, without irony or sarcasm, “Don’t you mean you want a Pepsi? Coke is not politically correct.”) Then after the phrase started to be used frequently by critics, some of the adherents started objecting to the term as pejorative (perhaps without realizing that the term was used by adherents before widespread use among critics).