Currently, one of the most productive measures to de-escalate any forms of discrimination is the elaboration of special prescriptions governing the use of linguistic means in various areas of communication. In this respect, of particular interest are practical recommendations on the prohibition on the use of gender-labeled words and expressions, which in certain situational contexts can be regarded as a manifestation of disrespect, insult and infringement of rights. In Spain, a whole series of «Politically Correct Guides» has been published, containing examples of tolerant treatment and gender neutralization. The relevance of studying the applied linguo-visual tools is due to the fact that they not only complement, but often contradict the rules of the normative Spanish language. In addition, despite the availability of detailed instructions for preventing and combating sexism, there is no universal algorithm for solving this issue. The preference for one or another formulation within the framework of «ideologically correct naming» depends on a combination of pragmatic, structural-semantic and functional factors.