Cigarettes are bad and all, but from a business standpoint this is pretty clever. The EU forbade them to put ads on the package, so they're putting ads in the packages. I hope my appreciation of their ingenuity gives the some solace when they're burning in hell.
They're advertising alt-cigarette products, right? Probably from their parent companies alt subsidiary.
I vaguely remember in the '90s they used to have slips like that in the UK. Can't remember if it was advertising or things like "Collect 100 of these tokens, get a 20 pack for free!"
Australia has all cigarette packets an olive green colour with the usual graphic pictures as well as the same font used on all of them. Seems to work and the manufacturers have slunk off to their kennels.
That is a practice that is at least few years old. I've seen similar cards with ads of IQOS (or Heets? I don't remember) produced in many languages for European market.