First, it is 100% free speech.
Second, the government isn't allowed to make laws prohibiting the exercise of free speech based on the content of said speech. Nor can it take actions which are arbitrary or capricious.
Third, restrictions on free speech MUST fulfill some overriding public good like yelling "fire" in a crowded theater or words meant to incite violence. Slander, libel, &etc.
Fourth, why is it even necessary to explain this?
Apparently there was a "significant public health crisis associated with tobacco use" according to the google.
I'm not even sure they're universally banned, I don't pay that much attention but seem to recall still seeing them in the windows of gas stations and whatnot.