It's new, but no more than a variation on "Beware spontaneously appearing, unsolicited popups demanding immediate action."
Apple's documentation regarding website "popups" doesn't help (Block pop-up ads and windows in Safari - Apple Support) because a Notification is neither one of them. Besides, people generally don't make a distinction between a popup ad and an equally annoying Notification.
People started to complain about "popups" shortly after website notifications became part of the W3 standard. Since they are not popups in the traditional sense it resulted in lots of confusion all around, even among experienced helpers.
I added the relevant passage to Effective defenses a while ago but it's buried among all the other annoyances:
- The same goes for website Notifications — attention-getting banners that appear at the top right corner of your screen. Safari gives you a great degree of control over them: Customize website notifications in Safari on Mac. Most of those Notifications are simply annoying, but some are intended to frighten and deceive you into installing something nefarious.
Anyway please pass along that information if you suspect it may be applicable to someone's concern. So much easier than typing the same thing over and over again.