Abstract: The aim of the article is to define particular features of the speech etiquette in the virtual environment. The object of the research is the netiquette as the rules that regulate verbal and nonverbal behavior of users in the process of the Internet communication. The authors of the article examine such aspects of the topic as the role of the modern Russian language and development of verbal behavior standards in the Internet communication. The authors examine language and speech means and methods of exercising etiquette intentions. The authors focus on differences between netiquette and traditional etiquette. The research involved various official and unofficial genres of the Internet communication (e-mails, forums, chats, blogs, commentaries, etc.). Based on the authors, the netiquette semantics are start starting to be developed and thus need an integral analysis, description and systematization. These factors cause the scientific novelty and rationale of the research. The authors define netiquette functions caused by particularities of a new communication channel, first of all, anonymity, absence of physical presentation, freedom of expression, etc. As a result of their research, the authors conclude that despite the fact that netiquette is based on universal moral principles and values of speech behavior and traditional etiquette, netiquette has prominent features.