Ignore/report. If it's such a problem to see speech you dislike, you have options. Trying to filter what people say isn't going to work. Those types of players will find ways to still throw insults or spam "GG EZ" in some new form.
One example, gold sellers that spam like wvw.VVV T 5 G{}|_ d , < [] ^^
It's really crude, but spam it to enough players and they will eventually hook someone who can decipher their bullshit.