phonix: Yes indeed. I started a thread about it in (I think) PAX about a month ago. Responses from crew (including from Qantas) were horrified by the marketing people doing this. No crew likes to have this said in adverts.
I half heard a BA advert on TV at the weekend and I thought I heard a claim about saftey but did not hear it for clear and so must listen out for another. If BA have started this too, then it is very sad. But, as I said, I am not SURE that is what was said.