E-Trade, the on-line brokerage, has started airing a commercial urging on-line investors to be sensible and level-headed.

But the commercial has nothing to do with the fact that the industry's top regulator last week criticized the strike-it-rich tone of some on-line brokerage advertisements, the company said.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.