Like any get-rich-quick scheme, bitcoin scams thrive on the gullibility of its victims. Just because it's a digital currency doesn't mean you can acquire wealth quickly.
To protect yourself from scammers, I suggest the following:
1. Always check your browser if there are suspicious links or websites.
2. In joining ICO, always have background check on the team's background.
3. In investing in coins, always make sure that it has value.
4. Never open any links that is sent on your email from untrusted coins' sites.