This is nothing new. A while back, EA made plans to abolish their Online Pass program.
Today, a representative from EA confirmed that the company is phasing out its existing Online Passes beginning with some online passes now available for download at no extra cost, "and what players can expect in the weeks to come."

They have provided Polygon with the following statement which details how the process will proceed.
As we discontinue Online Pass for our new EA titles, we are also in the process of eliminating it from all our existing EA titles as well," the representative wrote. "We heard the feedback from players and decided to do away with Online Pass altogether.
Players will see it first with some EA Sports titles, where a prompt to enter an Online Pass code will no longer appear in-game; with other titles we are simply making Online Passes available free of charge online.
These are rolling updates that are taking effect over the next several weeks. We hope players continue to enjoy our games and online services for a long time to come.

Update 6/6
Army of TWO The Devil’s Cartel ONLINE PASS (PAID)
NCAA Football 12 Online Pass

Dead Space 3, Battlefield 3, Need for Speed Hot Pursuit, and Mass Effect 3 Online pass are now available for free via individual game's menu

1st batch of games now offering free online passes