For new EA titles, Online Pass will no longer be needed or included. Additionally, we are in the process of eliminating Online Pass requirements from existing EA games. This process will take several weeks. For some games, the prompt to enter an Online Pass code will no longer appear; for others, you will still need to download and install an Online Pass, but they will be available free of charge from the Xbox LIVE Marketplace or PlayStation Store.
The FAQ goes on to state that the newer EA Sports titles will reflect the policy going forward, while other games will be changed over the next few weeks. Some Online Pass DLC for EA games on Xbox Live (such as Bulletstorm) have already been changed to free downloads.