You've raised a very important issue.
Now the market and the ICO mechanisms as a whole aren't settled - and that gives space for cheating and scam.
I also think that some fair rating system, due diligence will help to ease the problem in some way.
I general, I think in some time we'll come to set rules and terms of conducting crowdsales and etc.
Also, DAICO is very promising version of ICO with more transparency and reliability. If it spreads, it can be good for the market