The article addresses the concept of linguistic purism in the context of globalization, when language barriers weaken and borrowings become commonplace. Purism, as an ideology, focuses on preserving the purity of the language, its stability and protection from external influences. The basic principles of purism, such as protecting the national language from foreign borrowings, preserving traditional norms, and countering linguistic changes are considered in the article. Two types of purism can be singled out, such as gustatory, based on subjective criteria, and scientific, which requires further clarification. The typology of linguistic purism is considered in terms of orientation, goals, and the nature of relations to linguistic facts. The experience of puristic activity in different languages and, accordingly, different societies, cultures and historical contexts are analysed. In general, linguistic purism is becoming the subject of topical discussions in the context of standardization and codification of the Russian literary language. Key words: language, vocabulary, linguistic norm, codification of linguistic norm, socio-cultural functions of language, sociolinguistics, psycholinguistics, linguistic (linguistic) purism.