Just days before a potential landmark decision on spot Bitcoin exchange-traded funds (ETFs), the U.S. Securities and Exchange Commission (SEC) is urging investors to approach the crypto market with a cautious eye, wary of the seductive sirens of fear of missing out (FOMO) and celebrity endorsements.

This renewed warning, issued on January 6th via the SEC’s Office of Investor Education, echoes a familiar refrain from the regulator. First appearing in 2021 during the roaring bull market that saw Bitcoin ascend to dizzying heights, the “Say No to FOMO” message resurfaced in March 2022 as markets cooled. Now, with the Bitcoin ETF decision potentially landing this week, the SEC is once again raising the red flag.

The timing has fueled speculation, with some seeing the warning as a subtle hint towards imminent ETF approval. Regardless, the SEC’s message remains clear: don’t let the prospect of quick gains or the allure of celebrity hype cloud your investment judgment.

“You may see your favorite athlete, entertainer, or social media influencer promoting these kinds of investment opportunities,” the SEC cautions. “Although it’s tempting, never decide to invest based solely on their recommendation.” This advice comes with good reason. The regulator has a history of cracking down on celebrities who tout unregistered or risky crypto assets, most notably Kim Kardashian’s $1.26 million settlement for promoting the “sham token” Ethereum Max to her millions of followers.

Beyond the influencer factor, the SEC highlights the inherent volatility of cryptocurrencies, assets prone to dramatic swings based on fleeting trends and hype. “How would you feel if your investment lost 20, 30, or even 50 percent in a single day?” the report asks, urging investors to carefully consider their risk tolerance before diving into the crypto pool.

With the Bitcoin ETF saga nearing its climax, the SEC’s message is a timely reminder for both seasoned investors and curious newcomers. While the potential for significant gains in the crypto market is undeniable, it’s crucial to approach it with a healthy dose of skepticism and a firm grasp of the associated risks. Don’t let FOMO or the glitz of celebrity endorsements be your investment compass. Do your research, understand the volatility, and make informed decisions based on your own financial goals and risk tolerance. Remember, the crypto market is a wild ride, and the SEC wants to ensure you’re buckled up before you hop on.