I bought the german version of the game and I can say that this version of the game for the PS3 HAS indeed a PSN voucher code for you to use in order to reclaim access to the DLC.
This access is made through some keys. If you do no have this tiny content downloaded in your console, than you get no access to the DLC areas.
I don't know if this applies to other versions of the game, namely in the US. I believe that throughout europe this code version is also used.
As a mather of fact, only a paper cover and a voucher panflet inside are the differences between the normal version, because inside the paper there is a normal version of Dark Souls II: first day retail cover and disc.