The problem for me, and likely others, is how scammy these sponsorships are. Better Help is probably the worst by exploiting those tormented in their mind while Established Titles is middling bad in that it only robs the gullible, a tax on stupidity, a lottery without any big prize, while online games are mostly a hazard to parental credit cards.
When it comes to any platform like Better Help, I can tell you that the very model of the platform MUST be built to protect the company. It just so happen that they are more cynical than the average.
Better Help just tried to adapt a new service to a pre-existing model. A model that has proven very successful.
You identify an area with high margin where there is space for someone to take over organic rankings and ads by centralizing and out-bidding everybody on generic keywords.
You build a brand/website that centralizes everything, and you build enough authority to start and dominates search results. If I am a psychologue, my boyfriend's cousin set up a shitty wordpress for me, and except for Google My Business, I don't get much presence, much less traffic. But when I type online therapy from anywhere, I find you.
Then, the way the business is built is that you are not part of the contractual agreement. You facilitate the transaction, and there are two sets of T&C. The provider pays you for a lead, past this point, you have nothing to do with it. You agree to do the bare minimum of due diligences, and you dump the responsibility on the party that carries out the service.
All this to say. They did not invent anything, and they most probably have no legal liability. It's just not a model that can be transposed to mental health without proper supervision.