So, I checked my page and found that URLs of all my "send to friend" email icons look like
/component/mailto/?tmpl=component&template=my_template&link=6ab59eedd404da85e00b2e568b986b8bbe7b28ea
It seems that "&template=my_template" is the bad guy here :)
So, in my robots.txt I added
# Do not index email to friend button Disallow: /component/mailto/* Disallow: /index.php?option=com_mailto*
Moreover, I changed
<?php echo JHtml::_('icon.email', $this->item, $params); ?>
to
<?php echo JHtml::_('icon.email', $this->item, $params, array('rel' => 'nofollow')); ?>in my all files from /templates/my_template/html/com_content/ folder.
It's funny but tag rel="nofollow" is added by default by Joomla core code to the print button, but not to the email one.
Hope all I did is correct :)