The key to solve the problem is research, especially since may people don't bother do research about the ICO that they're gonna invest or fooled by news/hyped.
Some basic stuff to research including :
1. Whitepaper. Most scam ICO usually have don't have or have bad quality whitepaper which can be spotted easily.
2. Roadmap.
3. Goal/Vision.
4. ICO's team.
5. How they promote. I've seen some obvious scam ICO which promote fast profit or return, and obviously it's fake.
But, even they have solid goal with competent team, doesn't mean the ICO will be success though. If those entrepreneurs don't bother to do research or don't want to take risk, they shouldn't invest in ICO.
I agree , Research is very crucial. Talking to some entrepreneur they were telling me that the minimum budget for an ICO is 100K atleast.
Regarding the white paper , have you seen many ICO draft whitepaper so technical that they almost trying to confuse the investor.