Hypocritical in that this organization is pretending to have virtues and principles, however by this action they do not actually have. In its basic sense hypocrisy involves the deception of others and is thus a kind of lie. Perhaps this is not gambling as there is nothing of risk other than ones' time, but it's appealing to the part of the mind that is affected by odds and desires to chance.
It would be a neat concept if this was to draw people to the site to notify them that an appeal to their gambling senses was used and that this is a call for them to seek assistance. But sadly it was not as I visited the site as you can see the screen capture below.
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