The article considers general aspects of characterization of the speech regulation from the perspective of the rituality phenomenon as an indivisible discursive element of some discourse types. The author provides various points of view of both Russian and foreign scientists in various areas of knowledge concerning the understanding of the speech regulation as a rituality element. The scopes of the concepts "etiquette" and "regulation" in their discursive refraction are compared. Special attention is paid to various aspects of political communication from the point of view of its cross-cultural features. It is emphasized that not only a social context, but also directly the speaker's identity exerts a considerable impact on directions of the use of speech etiquette formulas. The analysis of the concept "speech etiquette" from the perspective of an axiological approach is carried out. The aim of making human communication most smooth and successful stands out as a major characteristic of the regulated speech behavior. It is emphasized that the regulatory function of speech regulations is the main one, stabilizing the public relations in general, ordering social communications and determining their general orientation in certain spheres, in particular.