The term "misinformation" is key here. The anti-choice folks have circulated a lot of material that has misrepresented such things as the stages of the gestation process, the alleged association of abortion with certain diseases, such as breast cancer, the alleged effect on fertility, the alleged association with mental health issues, the gestational age at which a fetus might feel pain, etc., all of which have been refuted by competent medical professionals, such as the AMA, the American College of Obstetricians and Gynecologists, and the American Psychological Association. and none of which have been established. Some states have even issued official materials that warn of grave effects of abortion without mentioning the effects of pregnancy and demand that doctors read a particular script to their patients that is full of misinformation and unsubstantiated assertions. All of this has been designed to propagandize people, who are in emotional difficulty in the first place, by deliberately lying to them and scaring them.
Free speech is a separate issue. Anyone may say anything about abortion or any other issue, but there is nothing wrong with the governor asking a private company to confront lying. Contrast this to government officials trying to use their official powers to prevent people from merely discussing a particular topic, like abortion, in flagrant violation of free-speech rights. trump and Dubya both hired their minions to positions at HHS who were guilty of this, without regard to the fact that their regulations were not viewpoint neutral.