This is a really good article that talks about the history of the term. It’s not new.
Whataboutism adds a twist to tu quoque by directing its energies into establishing an equivalence between two or more disparate actions, thereby defaming the accuser with the insinuation that their priorities are backwards. The CNN correspondent Jill Dougherty, in a 2016 article about allegations of Russian doping during the Olympics, defined whataboutism in terms of a more familiar English idiom:
There’s another attitude toward doping allegations that many Russians seem to share, what used to be called in the Soviet Union " whataboutism ," in other words, “who are you to call the kettle black?”
—Jill Dougherty, CNN.com , 24 July 2016The association of whataboutism with the Soviet Union began during the Cold War. As the regimes of Josef Stalin and his successors were criticized by the West for human rights atrocities, the Soviet propaganda machine would be ready with a comeback alleging atrocities of equal reprehensibility for which the West was guilty.
The weaknesses of whataboutism—which dictates that no one must get away with an attack on the Kremlin’s abuses without tossing a few bricks at South Africa, no one must indict the Cuban police State without castigating President Park, no one must mention Irak, Libya or the PLO without having a bash at Israel, &c. – have been canvassed in this column before.
—Michael Bernard, The Age (Melbourne, Victoria, Australia), 17 Jun. 1978
And probably the real meat of the whole term:
The tactic behind whataboutism has been around for a long time. Rhetoricians generally consider it to be a form of tu quoque , which means “you too” in Latin and involves charging your accuser with whatever it is you’ve just been accused of rather than refuting the truth of the accusation made against you. Tu quoque is considered to be a logical fallacy, because whether or not the original accuser is likewise guilty of an offense has no bearing on the truth value of the original accusation.