diff --git a/lisp/net/rcirc.el b/lisp/net/rcirc.el
index 859dc175e5..1f82924d98 100644
--- a/lisp/net/rcirc.el
+++ b/lisp/net/rcirc.el
@@ -1556,10 +1556,11 @@ rcirc-clean-up-buffer
 (defun rcirc-generate-new-buffer-name (process target)
   "Return a buffer name based on PROCESS and TARGET.
 This is used for the initial name given to IRC buffers."
-  (substring-no-properties
-   (if target
-       (concat target "@" (process-name process))
-     (concat "*" (process-name process) "*"))))
+  (generate-new-buffer
+   (substring-no-properties
+    (if target
+        (concat target "@" (process-name process))
+      (concat "*" (process-name process) "*")))))
 
 (defun rcirc-get-buffer (process target &optional server)
   "Return the buffer associated with the PROCESS and TARGET.