The ecologisation of scientific knowledge has manifested itself in the emerging of a new linguistics discipline called ecolinguistics or linguistic ecology. The conceptual framework and the terminology of the new discipline is still in its infancy. The overview of the main directions of ecolinguistic studies (S.V. Ionova) has shown that the first works in domestic linguistics in this area were those aimed at the study and elimination of mistakes in speech . Some of the phenomena kept under review by scientists, such as jargonisation, loanwords and violation of the norms of speech etiquette, are causing damage to the language. In this context the discussion on a barbarism “ресепшн” and the competition for its substitution organized by the Russian Language Institute are highly illustrative. (E. Vodolazkin): from among 54 words, 3 have been selected - “рецепция”, “привечальня” and “гостевая” - from which the jury has given preference to the word “гостевая”.