Do the research and talk to the team, ask questions. See their business plan, if the product even has a market and need etc.
Unfortunately, today we cannot be sure of any of the ICO projects that are emerging. The fraudsters are very creative and have learned how to prepare good documents and bypass sharp corners when working with investors. Therefore, I place almost the only hope for restoring order in this type of ICO activity to government regulation. It is government agencies that are able to quickly restore order here, protecting the rights of investors and bounty hunters.