Strictly speaking that is a good question in GOG's or some other store's case, because the dictionary definition doesn't match the action.
They aren't giving anything away.
There are unlimited quantities of those free games, and everyone who wants a copy, gets a copy. The game itself will remain in GOG's selection, and isn't affected by the number of claimed copies.
Now, if it's someone here on the forum running a giveaway, they are actually giving something away.
They buy games as gift codes, they somehow pick winners of those giveaways, and they actually give away those codes which can't be used ever again.
I think a much better term would be "free gift" or something like that in GOG's case.
If that was the point of the OP, then it's a good point, in its own way.
If that wasn't the point, then I really don't know what to say.