Oh I couldn’t tell you the original source, it was well over a decade ago that I first heard it. Briefly searching though gave some interesting results.

Here’s a study that identified an unintended consequence of an antismoking fear campaign:

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5844502/

Here’s a study that looks at this relationship from a therapeutic perspective:

https://pubmed.ncbi.nlm.nih.gov/38840335/

And of course dozens of blog posts exist trying to explain it in a more accessible way.