Hate speech is a phenomenon which has been in the focus of scholarly interest of linguists, philosophers, sociologists, human-rights advocates, legal and media experts. Much of this interest has been devoted to establishing criteria for identifying what constitutes hate speech across disciplines. In this paper, we argue that hate speech has profiled as a distinct subgenre of the language of politics with typical patterns and ways of addressing which can be recognized in political campaigns across the world. Therefore, we present (...) the findings of the case study of translation exercises of English and Serbian texts containing samples of hateful language during presidential campaigns in the USA and Serbia in 2016 and 2017. Our aim is to identify the linguistico-pragmatic commonalities of hate speech in Serbian and English and examine students’ attitudes towards ethically and morally challenging language contents in their mother tongue and English as their foreign language. The results indicate that in both English and Serbian the same groups are targeted with the hateful language which in both languages uses vulgarisms, taboo words, sexist and chauvinistic declarative expressions to achieve political goals. In addition, L1>L2 and L2>L1 translation data indicate that personal moral and ethical norms in translators are stronger in L1 thus restrictively affecting translational L2>L1 output. (shrink)