I wonder if HIPAA could also be invoked, to show that the site violates legally driven standards for privacy of personal medical information.
"My Web of Trust" (MYWOT) gives Sullivan's site a red circle, meaning poor reputation, report link here.
This particular problem has a lot to digest. It is not so simple as it first looked.
Update: March 13: See post on my "Internet safety" blog with a comment on reputation.com (the best known reputation monitoring service). It does have a good score with WOT. It would not sound credible that it could be party to a scheme such as described in this show. I could not find a site specifically called "reputation cleanup". I wonder if it could be some kind of impostor. I'm checking. Anderson's specific clip on this turns out to be here.
Update April 13:
There are a number of YouTube videos posted by "NoLimitList", such as this one Apr 13 where Ashleigh Banfield talks to Anderson and predicts that liability limitations on operators under Section 230 will eventually change as the law catches up, link here. There are a lot of rogue sites out there more stories about this matter, but a lot of them don't look too credible. I'll try to keep up with any real litigation that results from this matter, but I don't see it out there now.