I would think any policy not covered under the NHL-NHLPA collective bargaining agreement would be a matter between the team and the player. The NHL doesn’t even need to get involved at all.
My view has always been that things like this are a terms of employment issue.
If my contract doesn’t dictate that I wear some garbage logo or expression, then I ain’t doing it. If it makes someone money (which it does), and I’m not getting paid to help them, then screw them.
Legitimate charities I might consider. But it’s my body, my choice.