What regulations apply to giving away free alcoholic beverages as promotional giveaways?

Free alcoholic giveaways are subject to licensing restrictions. Members discussing promotional sampling noted that **a Temporary Event Notice (TEN)** is required to legally distribute free alcoholic drinks at promotional events. One member referenced needing a TEN when planning a giveaway campaign that resulted in people openly carrying cans in public spaces (Waterloo area), suggesting this is the standard regulatory route for on-the-ground sampling.