No more or less than an intelligent design advocate should be punished for pretending to be a scientist. In the end, the damage to professional and personal credibility ought to be enough. Of course, there is always a waiting cadre of similarly-guilty individuals to reinforce one's notions of validity, which leads us back to Cosmic's point above.
Critical reading. Even with what counts as journalism today, you can still get a reasonable sense of what's going on; just don't give over to any one single account.
Consider: If six people witness an event, honest descriptions will produce six variations of what has happened. Have six separate events occurred? Can any one account be trusted to represent the situation with complete accuracy?
Nonetheless, the more we know about the witnesses, the better we can understand the variations in their accounts.