I could agree with you that the internet can be a bit like the wild west sometimes in terms of rules
When a new project appears on the market that has not yet been regulated, it almost always looks like in the wild west. See that even Bitcoin, which has been on the market for around 12 years, has still not been regulated. I think that this type of marketing campaign will also be regulated soon and it will all have to be official. It just takes a while longer for that.