E*TRADE: Lohan's Baby Lawsuit Is Bogus

E*TRADE is firing back at Lindsay Lohan's claims that the online investment company ripped-off her name and likeness in its "Lindsay is a milkoholic" commercial.

E*TRADE issued the following statement to TMZ -- "We believe the claims are without merit and we intend to defend ourselves vigorously in this case."

The investment company says its commercial was meant to be "witty and memorable."

The commercial features a baby named Lindsay -- who gets accused of being the "milkoholic" other woman in a baby love triangle.