I think airdropping for upcoming and new tokens are fine.
But it could be a double-edged sword for some tokens that already has existing investors etc.
One example I saw yesterday was GIFTO. For promotion, they had some spin-the-wheel to win tokens thing which I thought was an extremely novel and refreshing idea. This also grew their Telegram channel to 20k members but it got out of control -- spammers started coming in, people shared referral links/codes etc and the admins at many point had to mute the channel.
After the promotion, heard some investors lamenting how the "promotion" seemed to have a negative effect :/
I think timing of such airdrops depending on which development stage a project is at is therefore extremely important.